4 Out of 4 Points

 Question 1
4 out of 4 points
Which step in the four-step marketing research process has been left out of the following list:
defining the problems and research objectives, implementing the research plan, and
interpreting and reporting the findings?
Selected Answer: developing the research plan
Answers: developing the research budget
choosing the research agency
choosing the research method
developing the research plan
comparing and contrasting primary and secondary data
 Question 2
4 out of 4 points
When there is price competition, many companies adopt following rather than cutting prices
to match competitors.
Selected Answer: value-added strategies
Answers: pricing power
value-added strategies
fixed costs
price elasticity
image pricing
 Question 3
0 out of 4 points
Which of the following websites have gone social according to you
Selected Answer: All of the above
Answers: Flipkart.com
Naukri.com
IRCTC.co.in
Blogspot.in
All of the above
 Question 4
4 out of 4 points
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania,
from locally grown wood is an example of a(n) ________.
Selected Answer: specialty product
Answers: convenience product
shopping product
specialty product
service
augmented product
 Question 5
4 out of 4 points
The product concept says that a company should do which of the following?
Selected focus on making continuous product improvements
Answer:
Answers: improve marketing of its best products
market only those products with high customer appeal
focus on the target market and make products that meet those customers'
demands
focus on making continuous product improvements
make promoting products the top priority
 Question 6
1 out of 1 points
Which of the following is NOT an example of the type of public that is part of a company's
marketing environment?
Selected Answer: marketing department
Answers: financial
media
government
citizen-action
marketing department
 Question 7
1 out of 1 points
you are directed to study the actors close to the company that affect its ability to serve its
customers-departments within the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?
Selected Answer: the microenvironment
Answers: the macroenvironment
the microenvironment
the marketing environment
the demographic environment
the global environment
 Question 8
1 out of 1 points
We define a ________ as anything that can be offered to a market for attention, acquisition,
use, or consumption and that might satisfy a want or need.
Selected Answer: product
Answers: private brand
service variability
service
product
service encounter
 Question 9
0 out of 1 points
All of the following are stages in the PLC EXCEPT
Selected Answer: decline
Answers: introduction
growth
maturity
adoption
decline
 Question 10
1 out of 1 points
Companies usually develop ________ rather than single products.
Selected Answer: product lines
Answers: product families
product lines
product groupings
product brands
product images
 Question 11
1 out of 1 points
________ are society's relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
Selected Answer: Social classes
Answers: Social classes
Cultures
Reference groups
Attitudes
Lifestyles
 Question 12
1 out of 1 points
Sometimes a producer chooses only a few dealers in a territory to distribute its products or
services. Generally these dealers are given a right to ________ distribution.
Selected Answer: exclusive
Answers: exclusive
selective
intensive
administered
corporate
 Question 13
1 out of 1 points
Researchers found that a number of well-known brands tended to be strongly associated
with one particular trait, such as Jeep with ruggedness. Which of the following terms would a
marketer use to describe a specific mix of human traits that may be attributed to a particular
brand?
Selected Answer: brand personality
Answers: brand perception
product image
brand personality
brand concept
brand equity
 Question 14
1 out of 1 points
________ is defined as the customer's evaluation of the differences between all the benefits
and all the costs of a marketing offer relative to those of competing offers.
Selected Answer: Customer-perceived value
Answers: Customer equity
Customer satisfaction
Customer evangelism
Customer-perceived value
Marketing myopia
 Question 15
1 out of 1 points
Each culture contains smaller ________, or groups of people with shared value systems
based on common life experiences and situations.
Selected Answer: subcultures
Answers: alternative evaluations
cognitive dissonances
subcultures
motives
attitudes
 Question 16
1 out of 1 points
Business buying behavior refers to the buying behavior of organizations that buy all of the
following EXCEPT ________.
Selected Answer: products purchased for personal consumption
Answers: products for use in production of other products
services for use in production of other services
products purchased to resell to others
products purchased to rent to others
products purchased for personal consumption
 Question 17
1 out of 1 points
A corporate VMS has the advantage of controlling the entire distribution chain under
Selected Answer: single ownership
Answers: a profit-maximizing strategic plan
single ownership
mass distribution
a few intermediaries
little control
 Question 18
1 out of 1 points
The problem of fake products in rural markets can be handled by:
Answers: Establishing proper distribution system
Making packaging more tamper-proof
Organizing consumer contests in big villages and haats
All of the above
 Question 19
1 out of 1 points
They have filled the ultralow-priced, high-volume gap by buying at less-than-regular
wholesale prices and charging consumers less than retail.
Selected Answer: Off-price retailers
Answers: Off-price retailers
Discount stores
Convenience stores
Chain stores
Limited-service retailers
 Question 20
1 out of 1 points
A salesperson who researches a company's buying styles and product line is most likely in
the ________ stage of the selling process.
Selected Answer: preapproach
Answers: prospecting
preapproach
approach
presentation
closing
 Question 21
1 out of 1 points
Which of the following is an external factor that affects pricing decisions?
Selected Answer: competition
Answers: the salaries of production management
competition
the salaries of finance management
funds expensed to clean production equipment
A, B, and C
 Question 22
0 out of 1 points
Empire Products has begun a process to find the best suppliers. Empire Products is actively
engaged in ________.
Selected Answer: supplier control
Answers: value analysis
performances review
supplier search
supplier control
supplier selection
 Question 23
1 out of 1 points
A company's total marketing communications mix consists of a special blend of advertising,
sales promotion, public relations, personal selling, and direct-marketing tools that the
company uses to communicate customer value and build customer relationships. This is
also called
Selected Answer: the promotion mix
Answers: direct marketing
integrated marketing
the promotion mix
competitive marketing
target marketing
 Question 24
1 out of 1 points
Which concept calls for aggressive selling and focuses on generating transactions to obtain
profitable sales?
Selected Answer: selling
Answers: marketing
production
product
selling
societal marketing
 Question 25
1 out of 1 points
Which pricing is the approach of setting a low initial price in order to attract a large number
of buyers quickly and win a large market share?
Selected Answer: Market-penetration
Answers: Market-skimming
Market-penetration
Below-market
Value-based
Leader
 Question 26
1 out of 1 points
The growing trend of using a group of people from sales, marketing, engineering, finance,
technical support, and even upper management to service large, complex accounts is known
as ________ selling.
Selected Answer: team
Answers: department
multiple
team
personal
simultaneous
 Question 27
1 out of 1 points
Salespeople should be trained to recognize ________ signals from the buyer, which can
include physical actions such as leaning forward and nodding or asking questions about
prices and credit terms.
Selected Answer: closing
Answers: qualifying
approach
objection
closing
follow-up
 Question 28
1 out of 1 points
you want to observe how often consumers listen to music throughout their day and what
different audio devices they use. you are also interested in how consumers store and access
their own music collections. you should conduct ________ research.
Selected Answer: exploratory
Answers: causal
experimental
secondary
survey
exploratory
 Question 29
0 out of 1 points
As a purchasing agent, Benni Lopez buys goods and services for use in the production of
products that are sold and supplied to others. Benni is involved in ________.
Selected Answer: retail buyer behavior
Answers: consumer buying behavior
post-purchase dissonance
retail buyer behavior
business buyer behavior
interpretive business research
 Question 30
1 out of 1 points
________ are those products purchased for further processing or for use in conducting a
business.
Selected Answer: Industrial products
Answers: Unsought products
Specialty products
Shopping products
Industrial products
Accessories
 Question 31
1 out of 1 points
It consists of strong short-term incentives that invite and reward quick responses from
customers.
Selected Answer: Sales promotion
Answers: A patronage reward
A segmented promotion
Advertising
Sales promotion
Publicity
 Question 32
1 out of 1 points
Which type of store carries a deep assortment, has knowledgeable staff, and might actually
be viewed as a giant specialty store?
Selected Answer: category killer
Answers: category killer
chain
factory outlet
shopping center
independent
 Question 33
1 out of 1 points
A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
Selected Answer: motive
Answers: stimulus
perception
culture
motive
tradition
 Question 34
0 out of 1 points
If a company adapts both the product and the communications, the company is engaging
in dual adaptation.
Selected Answer: True
Answers: True
False
 Question 35
1 out of 1 points
What is one of the primary goals of reminder advertising?
Selected Answer: maintain customer relationships
Answers: maintain customer relationships
build brand preference
correct false impressions
inform the market of a price change
restore company image
 Question 36
1 out of 1 points
Vast numbers of consumers are aware of your product. It is now your goal to enhance
preference for your product. you plan to use nonpersonal communications through print
media. This will include all of the following EXCEPT
Selected Answer: Internet chats
Answers: newspapers
magazines
Internet chats
direct mail
catalogs
 Question 37
1 out of 1 points
Logos, uniforms, brochures, and company trucks are all examples of ________ that can be
used to help a company create a visual image for the public.
Selected Answer: corporate identity materials
social marketing
public service activities
corporate identity materials
buzz marketing materials
 Question 38
1 out of 1 points
In recent years, it has/have been growing fast. This includes selling to final consumers
through direct mail, catalogs, telephone, and the Internet.
Selected Answer: nonstore retailing
Answers: specialty stores
shopping centers
superstores
nonstore retailing
e-commerce
 Question 39
1 out of 1 points
A(n) ________ controls the flow of information to others in the buying center.
Selected Answer: gatekeeper
Answers: user
influencer
buyer
gatekeeper
decider
 Question 40
1 out of 1 points
To remain a market leader, a firm must protect market share through
Selected Answer: Both a and b
Answers: Defensive actions
Offensive actions
Both a and b
None of the above
 Question 41
1 out of 1 points
Personal selling is the least expensive tool in the marketing communications mix.
Selected Answer: False
Answers: True
False
 Question 42
1 out of 1 points
Which type of store is much larger than regular supermarkets and offers a large assortment
of routinely purchased food products, nonfood items, and services?
Selected Answer: superstore
chain
factory outlet
superstore
off-price
 Question 43
0 out of 1 points
They operate in warehouse-like facilities, sell a limited selection of items, and offer few frills.
Customers pay annual membership fees and are able to purchase goods at deep discounts.
Selected Answer: Superstores
Answers: Warehouse clubs
Independent off-price retailers
Factory outlets
Discount stores
Superstores
 Question 44
1 out of 1 points
Marketers must weigh carefully the costs of additional information against the ________
resulting from it.
Selected Answer: benefits
Answers: organization
benefits
creativity
ethical issues
cost
 Question 45
0 out of 1 points
Blogs play an important curatorial role in social media because some popular blogs are
followed by people seeking the best and most interesting ideas.
Answers: True
False
 Question 46
3 out of 3 points
Which of the following is the most logical reason for Procter & Gamble offering products that
compete with one another on the same supermarket shelves?
Selected Answer: Different people want different mixes of benefits from the products they
buy.
Answers: Different people want a greater selection.
Procter & Gamble has little competition.
Different people want different mixes of benefits from the products they
buy.
Retailers request it.
It creates healthy competition.
 Question 47
3 out of 3 points
What is a major drawback of probability sampling?
Selected Answer: It can be time consuming.
Answers: It can be time consuming.
The sampling error cannot be measured.
The most difficult population from which to obtain information is chosen.
Everyone has an equal chance of selection.
Marketers must rely on the judgment of the researcher in respondent
selection.
 Question 48
3 out of 3 points
When Gibson Guitar Corporation, long known for its high quality instruments, lowered its
prices to compete more effectively with Japanese rivals, the company sold fewer guitars.
Which of the following best explains this?
Selected Customers did not distinguish the superiority of the Gibson guitar when it
Answer: was at a lower price.
Answers: The Gibson guitars were not as well made as the Japanese guitars.
The market was already flooded with guitars.
The sound of the Gibson guitar was not as good as the Japanese guitars.
Customers did not distinguish the superiority of the Gibson guitar when it
was at a lower price.
Customers had come to expect a higher price for a Gibson guitar.
 Question 49
3 out of 3 points
_____ proximity refers to a comfort level with countries that have similar language, laws, and
culture.
Selected Answer: Psychic
Answers: Cultural
Paradoxical
Geographic
Psychic
Demographic
 Question 50
2 out of 2 points
In the last ten years, the use of direct marketing has:
Selected Answer: increased enormously
Answers: reduced significantly
increased enormously
increased moderately
reduced moderately
 Question 51
0 out of 2 points
What is the first element that a reader notices in a print ad?
Selected Answer: headline
Answers: copy
illustration
headline
slogan
color
 Question 52
2 out of 2 points
Cause-related marketing is a(n) ________.
Selected Answer: primary form of corporate giving
Answers: response to customer needs
primary form of environmental awareness
primary form of corporate giving
response to corporate legislative problems
attempt to influence consumers' core beliefs
 Question 53
2 out of 2 points
In the concept testing stage of new-product development, a product concept in ________
form is presented to groups of target consumers.
Selected Answer: physical or symbolic
Answers: physical or symbolic
prototype
final
market-tested
commercial
 Question 54
0 out of 2 points
Despite the data glut that marketing managers receive, they frequently complain that they
lack ________.
Selected Answer: reliable information
Answers: enough information of the right kind
timely information
accurate information
reliable information
valid information
 Question 55
2 out of 2 points
In a strategic group
Selected Answer: A group of companies follows same strategies in a specified market
Answers: A group of companies follows same strategies in a specified market
A group of companies follows different strategies in a specified market
A group of companies follows same strategies in different target markets
None of the above
 Question 56
2 out of 2 points
To communicate effectively, a marketing communicator must ________ the consumer's field
of experience.
Selected Answer: understand
Answers: compete with
share
understand
create
reference
 Question 57
2 out of 2 points
They sell standard merchandise at lower prices by accepting lower margins and selling
higher volume.
Selected Answer: Discount stores
Answers: Merchant wholesalers
Discount stores
Full-service retailers
Factory outlets
 Question 58
2 out of 2 points
Following are the largest group of wholesalers. The group can be divided into the two broad
types of full-service and limited-service.
Selected Answer: Merchant wholesalers
Answers: Brokers
Manufacturer sellers
Agents
Merchant wholesalers
Specialty wholesalers
 Question 59
2 out of 2 points
To ________, a marketer can ask target audience members whether they remember the
message, how many times they saw it, and what points they remember.
Selected Answer: collect feedback
Answers: select a message source
collect feedback
select a message channel
plan a media purchase
design a marketing appeal
 Question 60
2 out of 2 points
A buyer would be most likely to review trade directories in which stage of the business
buying process?
Selected Answer: supplier search
Answers: problem recognition
general need description
product specification
supplier search
supplier selection
 Question 61
2 out of 2 points
Which of the following is NOT on an effective action that a company can take to combat a
competitor's price cut on a product?
Selected Answer: bundle products together
Answers: reduce price
raise perceived value
improve quality and increase price
bundle products together
launch a low-price fighting brand
 Question 62
2 out of 2 points
The ________ concept is aligned with the philosophy of continuous product improvement
and the belief that customers will choose products that offer the most in quality,
performance, and innovative features.
Answers: product
production
customer
marketing
promotion
 Question 63
2 out of 2 points
Banks, credit companies, insurance companies, and other businesses that help finance
transactions or insure against the risks associated with the buying and selling of goods and
services are referred to as ________.
Selected Answer: financial intermediaries
Answers: financial intermediaries
physical distribution firms
marketing services agencies
resellers
wholesalers
Tuesday, 31 August 2021 20:04:34 o'clock IST
 Question 1
4 out of 4 points
A company should set prices that will allow ________ to receive a fair profit.
Selected Answer: resellers
Answers: resellers
producers
consumers
the elderly
competitors
 Question 2
4 out of 4 points
Which type of differentiation is used to gain competitive advantage through the way a firm
designs its distribution coverage, expertise, and performance?
Selected Answer: channel differentiation
Answers: services differentiation
channel differentiation
people differentiation
product differentiation
price differentiation
 Question 3
4 out of 4 points
Wal-Mart is famous for using what important type of value pricing?
Selected Answer: everyday low pricing
Answers: competition-based pricing
everyday low pricing
cost-plus pricing
break-even pricing
penetration pricing
 Question 4
4 out of 4 points
Lexus works to keep customers happy after each sale, aiming to delight the customer in
order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer
decision process?
Selected Answer: postpurchase behavior
Answers: need recognition
information search
evaluation of alternatives
purchase decision
postpurchase behavior
 Question 5
1 out of 1 points
Which of the following is NOT a type of factor in a company's macroenvironment?
Selected Answer: competitive
Answers: demographic
economic
technological
competitive
political
 Question 6
1 out of 1 points
Consumer research, product development, communication, distribution, pricing, and service
are all core ________ activities.
Selected Answer: marketing
Answers: exchange
marketing
management
production
customer relationship management
 Question 7
1 out of 1 points
Which of the following is a reason for a company to raise its prices?
Selected Answer: to address the issue of overdemand for a product
Answers: to address the issue of overdemand for a product
to win a larger share of the market
to use excess capacity
to boost sales volume
to balance out decreasing costs
 Question 8
1 out of 1 points
As production workers become better organized and more familiar with equipment, the
average cost per unit decreases. This is called the
Selected Answer: experience curve
Answers: demand curve
experience curve
short-run average cost curve
long-run average cost curve
marginal utility
 Question 9
0 out of 1 points
Which of the four Ps describes the goods-and-services combination the company offers to
the target market?
Selected Answer: place
Answers: price
promotion
product
place
package
 Question 10
1 out of 1 points
These are two or more outlets that are commonly owned and controlled.
Selected Answer: Chain stores
Answers: Chain stores
Convenience stores
Off-price retailers
Power centers
 Question 11
1 out of 1 points
Media users today are accurately described as passive consumers because most tend to
accept information and media content as presented.
Answers: True
False
 Question 12
1 out of 1 points
An increasing number of retailers and wholesalers have created their own ________, also
called store brands.
Selected Answer: private brands
Answers: unsought products
private brands
specialty products
service variability
shopping products
 Question 13
1 out of 1 points
________ consists of activities undertaken to create, maintain, or change attitudes toward
particular people.
Selected Answer: Person marketing
Answers: Corporate image marketing
Person marketing
Social marketing
Organization marketing
Intermarket marketing
 Question 14
1 out of 1 points
Market-penetration
Below-market
Value-based
Leader
 Question 15
1 out of 1 points
Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________
segmentation.
Selected Answer: usage rate
Answers: benefit
user status
usage rate
psychographic
occasions
 Question 16
0 out of 1 points
The division of buyers into groups based on their knowledge, attitudes, uses, or responses
to a product is ________ segmentation.
Selected Answer: demographic
Answers: behavioral
psychographic
age and life cycle
demographic
geographic
 Question 17
1 out of 1 points
Which pricing involves setting prices based on the costs for producing, distributing, and
selling the product plus a fair rate of return for the company's efforts and risks?
Selected Answer: Cost-based
Answers: Value-based
Fixed cost
Cost-based
Variable
Skimming
 Question 18
1 out of 1 points
Salespeople should be trained to recognize ________ signals from the buyer, which can
include physical actions such as leaning forward and nodding or asking questions about
prices and credit terms.
Selected Answer: closing
Answers: qualifying
approach
objection
closing
follow-up
 Question 19
1 out of 1 points
Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities is known as
Selected Answer: buzz marketing
Answers: sales promotion
indirect marketing
buzz marketing
stealth marketing
public relations
 Question 20
1 out of 1 points
It is considered socially irresponsible when the marketing of adult products spills over into
the ________ segment.
Selected Answer: child
Answers: elderly
child
animal
minority
senior
 Question 21
1 out of 1 points
Customer evangelism
Marketing myopia
 Question 22
1 out of 1 points
Using this pricing strategy, the seller takes responsibility for part or all of the actual freight
charges in order to get the desired business.
Selected Answer: freight-absorption
Answers: FOB-origin
freight-absorption
basing-point
loss leader
zone pricing
 Question 23
1 out of 1 points
What is the term used to identify the individuals in a company who travel to call on
customers in the field?
Selected Answer: outside sales force
Answers: product sales force
outside sales force
inside sales force
complex sales force
customer sales force
 Question 24
1 out of 1 points
chain
factory outlet
shopping center
independent
 Question 25
1 out of 1 points
________ is the act of obtaining a desired object from someone by offering something in
return.
Selected Answer: Exchange
Answers: A value proposition
Exchange
Bribery
Value creation
Donation
 Question 26
1 out of 1 points
you want to observe how often consumers listen to music throughout their day and what
different audio devices they use. you are also interested in how consumers store and access
their own music collections. you should conduct ________ research.
Selected Answer: exploratory
Answers: causal
experimental
secondary
survey
exploratory
 Question 27
1 out of 1 points
A lurker on discussion boards and Web forums is a person who posts irrelevant or
inflammatory messages.
Answers: True
False
 Question 28
1 out of 1 points
The transfer price is the price charged by other competitors for the same or a similar
product.
Answers: True
False
 Question 29
1 out of 1 points
A company or store gains a(n) ________ by differentiating its products and delivering more
value.
Selected Answer: competitive advantage
Answers: competitive advantage
positioning advantage
cost advantage
efficiency advantage
synergy
 Question 30
1 out of 1 points
shopping centers
superstores
nonstore retailing
e-commerce
 Question 31
1 out of 1 points
Which concept holds that firms must strive to deliver value to customers in a way that
maintains or improves the consumer's and society's well-being?
Selected Answer: societal marketing
Answers: marketing
selling
product
societal marketing
equity
 Question 32
1 out of 1 points
you have decided to use only open-end questions on your survey. Which of the following
questions would NOT be found on your survey?
Selected Answer: How many cars does your family own?
Answers: Why is voting important to you?
How many cars does your family own?
What is your best childhood memory?
Where did you spend your last vacation?
What are the most important qualities in a friend?
 Question 33
1 out of 1 points
Which stage in the PLC normally lasts longer and poses strong challenges to the marketing
managers?
Selected Answer: maturity
Answers: growth
decline
maturity
phase-in
adoption
 Question 34
1 out of 1 points
Which type of small store carries a limited line of high-turnover convenience goods and
makes most of its revenues from cigarette, beverage, and gasoline sales?
Selected Answer: convenience
Answers: convenience
chain
department
supermarket
hypermarket
 Question 35
1 out of 1 points
When determining the number of channel members to use at each level, three strategies are
available: intensive, exclusive, and ________ distribution.
Selected Answer: selective
Answers: multichannel
selective
international
direct
extensive
 Question 36
1 out of 1 points
Lexus targets wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ________.
Selected Answer: intermarket segmentation
Answers: intermarket segmentation
loyalty segmentation
life-cycle segmentation
targeting segmentation
psychographic segmentation
 Question 37
2 out of 2 points
Marketers of automobiles, financial services, and travel are most likely to use which of the
following types of segmentation?
Selected Answer: income
Answers: gender
income
occasion
usage rate
benefits sought
 Question 38
2 out of 2 points
Which of the following is NOT an example of a specialized and highly-targeted media that an
advertiser might use to reach smaller customer segments?
Selected Answer: network television
Answers: cable television channels
e-mail
podcasts
network television
online social networks
 Question 39
2 out of 2 points
Marketing channel management calls for selecting, managing, ________, and evaluating
channel members over time.
Selected Answer: motivating
Answers: reducing conflict
reducing waste
motivating
pruning
all of the above
 Question 40
2 out of 2 points
During the hiring process, companies that test sales applicants typically measure all of the
following abilities EXCEPT
Selected Answer: accounting skills
Answers: sales aptitude
organizational skills
accounting skills
analytical skills
personality traits
 Question 41
2 out of 2 points
What is the LEAST pressing in Maslow's Hierarchy of Needs?
Selected Answer: self-actualization needs
Answers: physiological needs
social needs
esteem needs
self-actualization needs
safety needs
 Question 42
2 out of 2 points
The marketer wants to understand how the stimuli are changed into responses inside the
consumer's ________, which has two parts. First, the buyer's characteristics influence how
he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself
affects the buyer's behavior.
Selected Answer: black box
Answers: culture
black box
belief
lifestyle
social class
 Question 43
2 out of 2 points
The purchasing agent at your company is working with engineers and users to define the
items to purchase by describing general characteristics and quantities needed. He is also
ranking the importance of reliability, durability, and price. The buyer is preparing a(n)
________.
Selected Answer: general need description
product specifications list
order-routine specification
product proposal
 Question 44
2 out of 2 points
To reduce inventory management costs, many companies use a system called ________,
which involves carrying only small inventories of parts or merchandise, often only enough for
a few days of operation.
Selected Answer: just-in-time logistics
Answers: reduction-inventory management
just-in-time logistics
limited inventory logistics
supply chain management
economic order quantity
 Question 45
2 out of 2 points
Which of the following statements about the Internet is most accurate?
Selected The Internet makes it easy for consumers to view, interact with, and create
Answer: marketing content.
Answers: Companies are cautiously using the Internet to build closer relationships
with customers and marketing partners alike.
After the dot-com meltdown of 2000, fewer consumers are buying products
and/or services online.
The Internet makes it easy for consumers to view, interact with, and create
marketing content.
Consumer e-commerce looks promising, but business-to-business e-
commerce is declining.
Web 2.0 involves a less balanced approach to online marketing than the
original dot-com boom did.
 Question 46
2 out of 2 points
If a consumer's experience is rewarding, that consumer will probably use the product more
and more. The consumer's response to the product will be ________.
Selected Answer: reinforced
Answers: an attitude
a belief
reinforced
a dissonant experience
motivated
 Question 47
2 out of 2 points
When managers use small convenience samples such as asking customers what they think
or inviting a small group out to lunch to get reactions, they are using ________.
Selected Answer: informal surveys
Answers: experiments
informal surveys
observation
marketing intelligence
direct marketing
 Question 48
2 out of 2 points
Governmental agencies are becoming more involved in marketing as the years pass. When
a local government advertises keeping the area's streams and water supply cleaner, it is
involved in ________.
Selected Answer: social marketing campaigns
Answers: green marketing
social marketing campaigns
demarketing
environmental marketing
partnership marketing
 Question 49
2 out of 2 points
Which type of wholesaler sells primarily to manufacturers rather than to retailers?
Selected Answer: industrial distributors
Answers: wholesale merchants
industrial distributors
cash-and-carry wholesalers
rack jobbers
drop shippers
 Question 50
2 out of 2 points
SRAC is the acronym for which concept related to costs at different levels of production?
Selected Answer: short-run average cost
Answers: strategic reasoning and costs
short-run accounting costs
short-run average cost
strategic rights and company
strategic revenues and costs
 Question 51
2 out of 2 points
The six buyer-readiness stages include all of the following EXCEPT
Selected Answer: hesitation
Answers: awareness
knowledge
power
liking
hesitation
 Question 52
2 out of 2 points
An example of a(n) ________ appeal is the Salvation Army appeal, While you were trying to
figure out what to get the man who has everything, don't forget the man who has nothing.
Selected Answer: moral
Answers: emotional
awareness
rational
moral
standard
 Question 53
5 out of 5 points
Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat
started to notice certain disadvantages of his new car as he learned more about other cars
available. Pat is experiencing ________.
Selected Answer: postpurchase dissonance
Answers: postpurchase culture
selective perception
postpurchase dissonance
purchase decision
information evaluation
 Question 54
5 out of 5 points
At Fantastic Flavors, a large regional chain of candy stores, employees from marketing,
design, production, and finance work in a cross-functional group to save time and money in
the new-product development process. Fantastic Flavors uses a(n) ________ approach.
Selected Answer: team-based new-product development
Answers: customer-centered new-product development
sequential new-product development
team-based new-product development
innovation management system
consumer composite
 Question 55
5 out of 5 points
Johnson Boats wants to introduce a new model of boat into mature markets in highly
developed countries with the goal of quickly gaining mass-market share. As a consultant,
you should recommend a ________ pricing strategy
Selected Answer: market-penetration
Answers: market-skimming
market-penetration
zone
loss-leader
captive-product
 Question 56
5 out of 5 points
Jewels for the Rich and Famous sells very exclusive jewelry with a minimum price of INR
14,00,000 to customers around the world. Speed of delivery to distant markets is a must.
Management should consider using ________ as its main carrier.
Selected Answer: air
Answers: rail
air
truck
the Internet
water
 Question 1
3 out of 3 points
you have discovered that the segments you are targeting are conceptually distinguishable
and respond differently to different marketing mix elements and programs. These segments
are ________.
Selected Answer: differentiable
Answers: accessible
measurable
reachable
differentiable
observable
 Question 2
0 out of 3 points
The less ________ the demand, the ________ it pays for the seller to raise the price.
Selected Answer: constant; more
Answers: determined; less
elastic; more
elastic; less
constant; more
none of the above
 Question 3
3 out of 3 points
With what groups do firms conduct concept testing for new products?
Selected Answer: target customers
Answers: suppliers
employees
target customers
manufacturers
competitors
 Question 4
3 out of 3 points
The North American Free Trade Agreement is signed between
Selected Answer: Canada, Mexico and the U.S.
Answers: Canada, Mexico and the U.K
Canada, Mexico and the U.S.
China, Mexico and the U.S.
None of the above
N
 Question 5
2 out of 2 points
According to research, which of the following is one of the four key talents a successful
salesperson must possess?
Selected Answer: disciplined work style
Answers: managerial skills
disciplined work style
aggressive personality
technological know-how
fluency in a second language
 Question 6
2 out of 2 points
Which of the following innovations has created opportunities for significant gains in
distribution efficiency?
Selected Answer: Web-based logistics systems
Answers: tying agreements
Web-based logistics systems
partner relationship management
contractual vertical marketing systems
storage warehouses
 Question 7
2 out of 2 points
Which promotional tool is most effective in building up buyers' preferences, convictions, and,
most importantly, actions?
Selected Answer: personal selling
Answers: mass-market advertising
personal selling
segmented advertising
sales promotion
public relations
 Question 8
2 out of 2 points
Under which type of geographic pricing strategy does each customer pay the exact freight
for the product from the factory to its destination?
Selected Answer: FOB-origin pricing
Answers: zone pricing
basing-point pricing
uniform-delivered pricing
FOB-origin pricing
dynamic pricing
 Question 9
2 out of 2 points
The difference between distribution centers and storage warehouses is that the former are
designed to
Selected Answer: move goods rather than just store them
Answers: store goods for longer periods
hold larger volumes
move goods rather than just store them
primarily be owned by the manufacturer
be automated
 Question 10
2 out of 2 points
Companies should state their channel objectives in terms of targeted levels of
Selected Answer: customer service
Answers: co-op advertising
efficiency
customer service
conflict reduction
profitability
 Question 11
2 out of 2 points
With a higher volume of product, most companies can expect to
Selected Answer: gain economies of scale
Answers: gain economies of scale
become less efficient
see average costs increase
have a straight, horizontal learning curve
find competitors using the experience curve strategically
 Question 12
2 out of 2 points
If the producer of a strong brand agrees to sell its brand to a dealer only if the dealer will
take some or all of the rest of the line, the result is
Selected Answer: a tying agreement
Answers: exclusive distribution
exclusive dealing
always illegal
a tying agreement
disintermediation
 Question 13
2 out of 2 points
Which type of wholesaler sells primarily to manufacturers rather than to retailers?
Selected Answer: industrial distributors
Answers: wholesale merchants
industrial distributors
cash-and-carry wholesalers
rack jobbers
drop shippers
 Question 14
2 out of 2 points
Companies manage their supply chains through
Selected Answer: information
Answers: skilled operators
information
the Internet
transportation modes
competitors
 Question 15
2 out of 2 points
The merging of consumers, products, prices, and retailers is called
Selected Answer: retail convergence
Answers: retail conglomeration
consumer convergence
price merging
retail convergence
retail clustering
 Question 16
2 out of 2 points
Which of the following groups of expenses uses up the most household income?
Selected Answer: food, housing, transportation
Answers: food, housing, retirement planning
housing, insurance, taxes
food, housing, transportation
housing, taxes, transportation
food, travel, savings
 Question 17
2 out of 2 points
The creation of a successful new product depends on a company's understanding of its :
Selected Answer: customers, competitors, and markets
Answers: competitors, distributors, and employees
customers, brands, products
customers, competitors, and markets
product, marketing mix, and marketing strategy
product life cycle, legal responsibilities, and social responsibilities
 Question 18
2 out of 2 points
An advantage of a channel of distribution over selling direct to consumers is that each
channel member plays a ________ in the channel.
Selected Answer: specialized role
Answers: time-saving part
specialized role
decisional role
informational role
disciplinary role
 Question 19
1 out of 1 points
Michael Porter has identified ____________forces that decide the intrinsic long-run
attractiveness of a market or market segment.
Selected Answer: Five
Answers: Five
Six
Four
None of the above
 Question 20
1 out of 1 points
Which message execution style depicts average people using a product in an everyday
setting?
Selected Answer: slice of life
Answers: lifestyle
scientific evidence
slice of life
personality symbol
testimonial evidence
 Question 21
1 out of 1 points
Which of the following does NOT belong to the materials and parts group of industrial
products?
Selected Answer: repair and maintenance items
Answers: farm products such as wheat
natural products such as iron ore
repair and maintenance items
petroleum
lumber
 Question 22
1 out of 1 points
With product bundle pricing, sellers can combine several products and offer the bundle
Selected Answer: at a reduced price
Answers: as a working unit
at a reduced price
as a complete self-service package
as a reward to loyal customers
as segmented pricing
 Question 23
1 out of 1 points
Which of the following is an objective of informative advertising?
Selected Answer: suggest new uses for a product
Answers: build brand preference
change customer perceptions of brand value
encourage customers to switch brands
suggest new uses for a product
keep brand in customer minds during off-seasons
 Question 24
1 out of 1 points
When marketers at Procter & Gamble selected the Millennials, a demographic that includes
college students, as an untapped group of potential customers for their Febreze line of
products, they were executing which step in the process of designing a customer-driven
marketing strategy?
Selected Answer: targeting
Answers: market segmenting
mass marketing
differentiation
targeting
positioning
 Question 25
1 out of 1 points
Mobile marketing has innovative ways to reach the consumer. Which of the following is not
one of them?
Selected Answer: yellow pages advertising
Answers: Mobile apps
Barcode calls-to-action
yellow pages advertising
Mobile retail payments
All of the above
 Question 26
1 out of 1 points
In order to get their new products to market more quickly, many companies are adopting a
faster, team-oriented approach called
Selected Answer: team-based new-product development
Answers: simulated new-product development
sequential product development
team-based new-product development
phased-in new-product development
market development
 Question 27
1 out of 1 points
Empire Products has begun a process to find the best suppliers. Empire Products is actively
engaged in ________.
performances review
supplier search
supplier control
supplier selection
 Question 28
1 out of 1 points
Four common sources of internal data include the accounting department, operations, the
sales force, and the ________.
Answers: owners
stockholders
competition
Web
 Question 29
0 out of 1 points
Most companies practice strong PRM to forge long-term relationships with channel
members. What does PRM stand for?
Selected Answer: primary relationship management
Answers: primary relationship management
potential relationship management
perennial relationship management
personnel roster maintenance
 Question 30
1 out of 1 points
A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that
identifies the maker or seller of a product or service.
Selected Answer: brand
Answers: service
brand
co-branding
internal marketing
external marketing
 Question 31
0 out of 1 points
Which of the following is NOT a category of personal selling?
Selected Answer: Industrial
Answers: Consumer
Systematic
Industrial
Professional
 Question 32
1 out of 1 points
________ are people within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exert influence on others.
Selected Answer: Opinion leaders
Answers: Opinion leaders
Habitual buyers
Social networkers
Stealth marketers
Buzz marketers
 Question 33
1 out of 1 points
The problem of fake products in rural markets can be handled by:
Answers: Establishing proper distribution system
Making packaging more tamper-proof
Organizing consumer contests in big villages and haats
All of the above
 Question 34
0 out of 1 points
The mass marketer achieves ____________whereas nicher achieves ________
Selected Answer: Low volume, high margins
Answers: Low volume, high margins
High volume, Low margins
High volume, high margins
None of the above
 Question 35
1 out of 1 points
Market-penetration
Below-market
Value-based
Leader
 Question 36
1 out of 1 points
Customer evangelism
Marketing myopia
 Question 37
1 out of 1 points
Unsolicited e-mail advertising is known as _______.
Selected Answer: Spam
Answers: News group
Junk ads
Spam
None of these
 Question 38
1 out of 1 points
The art and science of choosing target markets and building profitable relationships with
them is called ________.
Selected Answer: marketing management
Answers: marketing management
positioning
segmentation
selling
differentiation
 Question 39
1 out of 1 points
Blogs play an important curatorial role in social media because some popular blogs are
followed by people seeking the best and most interesting ideas.
Answers: True
False
 Question 40
1 out of 1 points
 Question 41
1 out of 1 points
________ is the act of obtaining a desired object from someone by offering something in
return.
Selected Answer: Exchange
Answers: A value proposition
Exchange
Bribery
Value creation
Donation
 Question 42
1 out of 1 points
A company sets not a single price, but rather a ________ that covers different items in its
line that change over time as products move through their life cycles.
Selected Answer: pricing structure
Answers: pricing by-product
pricing structure
pricing loop
pricing cycle
pricing bundle
 Question 43
1 out of 1 points
Persuasive advertising becomes ________ advertising when a company directly or indirectly
compares its brand with one or more other brands.
Selected Answer: comparative
Answers: informative
reminder
comparative
POP promotion
institutional
 Question 44
1 out of 1 points
Which type of market buys goods and services to produce public services or to transfer them
to others who need them?
Selected Answer: government
Answers: government
reseller
wholesale
consumer
retail
 Question 45
1 out of 1 points
Selected Answer: freight-absorption
Answers: FOB-origin
freight-absorption
basing-point
loss leader
zone pricing
 Question 46
1 out of 1 points
________ is an important element in the marketing mix. It is the only element that does not
represent costs.
Selected Answer: Price
Answers: Current profit maximization
Market share leadership
Price
Product quality leadership
The target market
 Question 47
1 out of 1 points
service variability
service
product
service encounter
 Question 48
1 out of 1 points
your marketing department is currently researching the size, density, location, age, and
occupations of your target market. Which environment is being researched?
psychographic
economic
geographic
cultural
 Question 49
1 out of 1 points
Buy it now refers to which one of the following options
Selected Answer: Personal Selling
Answers: Advertising
Personal Selling
Sales promotion
Publicity
 Question 50
1 out of 1 points
single ownership
mass distribution
little control
 Question 51
1 out of 1 points
Which of the following is NOT a typical supply chain member?
Selected Answer: government agencies
Answers: resellers
customers
intermediaries
government agencies
raw materials supplier
 Question 52
1 out of 1 points
A society's basic values, perceptions, preferences, and behaviors are all part of its
________ environment
Selected Answer: cultural
Answers: social
cultural
political
cultural-economic
natural
 Question 53
1 out of 1 points
shopping centers
superstores
nonstore retailing
e-commerce
 Question 54
1 out of 1 points
It includes all activities involved in selling goods and services to those buying for resale or
business use.
Selected Answer: Wholesaling
Answers: Wholesaling
Retailing
Franchising
Discounting
Disintermediation
 Question 55
1 out of 1 points
Which of the following refers to the prices that a buyer carries in his or her mind and refers to
when looking at a given product?
Selected Answer: reference prices
Answers: target prices
reference prices
promotional prices
geographical prices
dynamic prices
 Question 56
1 out of 1 points
The amount of money charged for a product or service is
Selected Answer: Price
Answers: Experience curve
Demand curve
Price
Wage
Salary
 Question 57
1 out of 1 points
A company can increase its business in four ways. Which is NOT one of these ways?
Selected Answer: It can discontinue some of its lines.
Answers: It can add new product lines, thus widening its product mix.
It can lengthen its existing product lines.
It can add more versions of each product and thus deepen its product
mix.
It can discontinue some of its lines.
It can increase the consistency of its product mix.
 Question 58
1 out of 1 points
product.
Answers: True
False
 Question 59
4 out of 4 points
Behavioral targeting, the practice of ________, is being used by more and more companies.
Selected tracking consumers' online movements and using this information to target
Answer: ads to them
Answers: tracking customers' activities and rewarding customer loyalty
managing customer relationships
mining and analyzing data from data warehouses
tracking consumers' online movements and using this information to target
ads to them
observing and interacting with consumers in their natural environments
 Question 60
4 out of 4 points
A firm is using ________ when it charges a high, premium price for a new product with the
intention of reducing the price in the future.
Selected Answer: price skimming
Answers: price skimming
trial pricing
value pricing
market-penetration pricing
prestige pricing
 Question 61
4 out of 4 points
Trader Joe's offers an assortment of exclusive gourmet products at impossibly low prices.
These prices are not limited-time offers or special discounts. Instead, they reflect Trader
Joe's ________ strategy.
Answers: everyday low pricing
cost-plus pricing
dynamic pricing
value-based pricing
cost-based pricing
 Question 62
4 out of 4 points
Which out of these fall under top 10 most engaging communities on social media
Selected Answer: All of these
Answers: Religions
Games & celebrities
TV shows
All of these
 Question 63
4 out of 4 points
Organizationally, today's sales force managers are becoming more ______ and sales forces
less ________.
Selected Answer: Flexible; hierarchical
Answers: Centralized; stationary
Flexible; hierarchical
Top-down; responsive
Managed; motivated
Traditional; visionary
 Question 1
1 out of 1 points
A company sets not a single price, but rather a ________ that covers different items in its
line that change over time as products move through their life cycles.
Selected Answer: pricing structure
Answers: pricing by-product
pricing structure
pricing loop
pricing cycle
pricing bundle
 Question 2
1 out of 1 points
Which of the following is NOT an example of the type of public that is part of a company's
marketing environment?
Answers: financial
media
government
citizen-action
 Question 3
1 out of 1 points
 Question 4
1 out of 1 points
Shania works hard to foster an emotional relationship between her Internet customers and
the beauty products and services that she and her staff sell. By promoting a company
culture that values exceptional value and service, Shania aims to create ________ by going
beyond the expected.
Selected Answer: customer delight
Answers: customer delight
customer satisfaction
customer value
customer equity
customer involvement
 Question 5
1 out of 1 points
An advertising objective is classified by its primary purpose, which is to inform, persuade, or
Selected Answer: remind
Answers: convince
compete
remind
explain
encourage
 Question 6
1 out of 1 points
What type of pricing is being used when a company temporarily prices it product below the
list price or even below cost to create buying excitement and urgency?
Selected Answer: promotional pricing
Answers: segmented pricing
psychological pricing
referent pricing
promotional pricing
dynamic pricing
 Question 7
1 out of 1 points
In marketing terms, we say that the number of intermediary levels indicates the ________ of
a channel.
Selected Answer: length
Answers: depth
complexity
involvement
length
width
 Question 8
1 out of 1 points
The third step in personal selling process after completion of pre-approach step is to
Selected Answer: approach
Answers: prospecting and qualifying
handling objections
approach
presentation and demonstration
 Question 9
1 out of 1 points
Vast numbers of consumers are aware of your product. It is now your goal to enhance
preference for your product. you plan to use nonpersonal communications through print
media. This will include all of the following EXCEPT
Selected Answer: Internet chats
Answers: newspapers
magazines
Internet chats
direct mail
catalogs
 Question 10
1 out of 1 points
marketing strategy?
Selected Answer: targeting
mass marketing
differentiation
targeting
positioning
 Question 11
1 out of 1 points
Causal research is used to ________.
Selected test hypotheses about cause-and-effect relationships
Answer:
Answers: test hypotheses about cause-and-effect relationships
gather preliminary information that will help define problems
uncover information at the outset in an unstructured way
describe marketing problems or situations
quantify observations that produce insights unobtainable through other
forms of research
 Question 12
1 out of 1 points
In the communication process, the reaction of the receiver after being exposed to a
message is called the
Selected Answer: response
Answers: response
answer
noise
feedback
decoding
 Question 13
1 out of 1 points
Which of the following is NOT a type of factor in a company's macroenvironment?
Selected Answer: competitive
economic
technological
competitive
political
 Question 14
1 out of 1 points
At the very least, the ________ identifies the product or brand. It might also describe several
things about the product and promote the brand.
Selected Answer: label
Answers: line extension
social marketing
label
specialty product
package
 Question 15
1 out of 1 points
When General Motors provides payments or price reductions to its new car dealers as
rewards for participating in advertising and sales support programs, it is granting a(n)
Selected Answer: promotional allowance
Answers: trade discount
functional discount
allowance
promotional allowance
trade credit
 Question 16
1 out of 1 points
When it comes to international distribution channels, the decisions about channels and other
marketing activities are made at
Selected Answer: Seller's International Marketing Headquarters
Answers: Channels between nations
Channels within foreign nations
Seller's International Marketing Headquarters
None of the above
N
 Question 17
1 out of 1 points
Which of the following is the process of the buying center deciding on the best product
characteristics?
Selected Answer: product specification
marketing myopia
purchase order
 Question 18
0 out of 1 points
Geotargeting allows an advertising campaign to concentrate on a fixed locale through mobile
technology
Answers: True
False
 Question 19
1 out of 1 points
A(n) _____ is used to manage international marketing by simply shipping out goods.
Selected Answer: export department
Answers: international marketing department
international division
global organization
export teams
export department
 Question 20
1 out of 1 points
Which type of small store carries a limited line of high-turnover convenience goods and
makes most of its revenues from cigarette, beverage, and gasoline sales?
Selected Answer: convenience
Answers: convenience
chain
department
supermarket
hypermarket
 Question 21
1 out of 1 points
Which of the following is the process of dividing a market into distinct groups of buyers with
different needs, characteristics, or behaviors?
Selected Answer: market segmentation
Answers: market targeting
market segmentation
positioning
marketing strategy
differentiation
 Question 22
1 out of 1 points
These are two or more outlets that are commonly owned and controlled.
Selected Answer: Chain stores
Answers: Chain stores
Convenience stores
Off-price retailers
Power centers
 Question 23
1 out of 1 points
Some consumers worry that they will be affected by marketing messages without even
knowing it. They are concerned about ________ advertising.
Selected Answer: subliminal
Answers: alternative evaluation
subliminal
perceptual
innovative
comparative
 Question 24
1 out of 1 points
Manufacturers must comply with specific laws regarding
Selected Answer: product quality and safety
Answers: price structures
product quality and safety
product placement
distribution channels
product life cycles
 Question 25
1 out of 1 points
Answers: user
influencer
buyer
gatekeeper
decider
 Question 26
1 out of 1 points
Break-even pricing, or a variation called ________, is when the firm tries to determine the
price at which it will break even or make the profit it is seeking.
Selected Answer: target profit pricing
target profit pricing
fixed cost pricing
value-based pricing
customer-based pricing
 Question 27
1 out of 1 points
Which type of research would be best suited for identifying which demographic groups prefer
diet soft drinks and why they have this preference?
Selected Answer: descriptive
Answers: exploratory
descriptive
causal
experimental
secondary
 Question 28
1 out of 1 points
A consumer organization, environmental group, or minority group has challenged your firm's
stand on a local issue. your firm is being challenged by a ________ public.
Selected Answer: citizen-action
Answers: local
general
government
citizen-action
media
 Question 29
1 out of 1 points
chain
factory outlet
shopping center
independent
 Question 30
1 out of 1 points
Selecting which segments of a population of customers to serve is called ________.
Selected Answer: target marketing
Answers: market segmentation
Positioning
Customization
target marketing
managing the marketing effort
 Question 31
0 out of 1 points
Selected Answer: Market-skimming
Market-penetration
Below-market
Value-based
Leader
 Question 32
1 out of 1 points
In the case of excess demand, ________ may be required to reduce the number of
customers or to shift demand temporarily or permanently.
Selected Answer: demarketing
Answers: marketing
demarketing
value marketing
surplusing
negotiating
 Question 33
4 out of 4 points
Using customer profitability analysis to weed out unprofitable customers and target winning
ones for pampering is referred to as ________.
Selected Answer: selective relationship management
Answers: customer relationship management
positioning
database marketing
selective relationship management
marketing myopia
 Question 34
4 out of 4 points
All of the following are a manufacturer's sponsorship options for a product EXCEPT
________.
Selected Answer: multibrands
Answers: manufacturer's brand
multibrands
private brand
licensed brand
co-branding
 Question 35
4 out of 4 points
In the competition between ________ and ________ brands, retailers have the advantages
of controlling what products will be stocked, where products will be stocked, what prices will
be charged, and which products will be featured in print promotions.
Selected Answer: national; private
Answers: national; manufacturer's
store; private
national; private
store; licensed
private; distributor
 Question 36
4 out of 4 points
Answers: resellers
producers
consumers
the elderly
competitors
 Question 37
2 out of 2 points
An example of a(n) ________ appeal is the Salvation Army appeal, While you were trying to
figure out what to get the man who has everything, don't forget the man who has nothing.
Selected Answer: moral
Answers: emotional
awareness
rational
moral
standard
 Question 38
2 out of 2 points
If demand hardly changes with a small change in price, we say the demand is
Selected Answer: inelastic
Answers: variable
inelastic
value-based
at break-even pricing
market penetrating
 Question 39
2 out of 2 points
________ advertising becomes more important as competition increases. The company's
objective is to build selective demand.
Selected Answer: Persuasive
Answers: Reminder-oriented
Informative
POP promotion
Patronage
Persuasive
 Question 40
2 out of 2 points
Which of the following best represents the options a company has when a product is
declining?
Selected Answer: maintain, harvest, or drop the product
Answers: maintain or harvest the product
harvest or drop the product
maintain, harvest, or drop the product
maintain or pioneer the product
pioneer, harvest, or maintain the product
 Question 41
2 out of 2 points
When a customer lets a producer know something about its products or advertising, the
customer is providing
Selected Answer: feedback
Answers: decoding
noise
feedback
encoding
reverse marketing
 Question 42
0 out of 2 points
Many wholesalers are not ________-minded; they are behind the times in personal selling,
seeing selling as a single salesperson talking to a single customer instead of as a team
effort.
Selected Answer: absent
Answers: absent
promotion
management
franchise
customer
 Question 43
2 out of 2 points
A sound marketing strategy begins with which of the following?
Selected Answer: customer analysis
Answers: customer analysis
positioning
differentiation
promotion
SWOT analysis
 Question 44
2 out of 2 points
A ________ consists of the actual users of products, those who control buying information,
those who influence the decisions, those who do the actual buying, and those who make the
buying decisions.
Selected Answer: buying center
Answers: supplier development team
cross-functional team
buying center
quality management center
partnership management team
 Question 45
2 out of 2 points
Which of the following is NOT a potential reason for a new product to fail?
Selected Answer: an underestimated market size
Answers: an underestimated market size
a poorly designed product
an incorrectly positioned product
higher than anticipated costs of product development
ineffective advertising
 Question 46
2 out of 2 points
Which of the following is perhaps the most important external source of new-product ideas?
Selected Answer: customers
Answers: engineers
customers
competitors
trade magazines, shows, and seminars
distributors and suppliers
 Question 47
2 out of 2 points
Integrated marketing communications require a company's mass-market advertisements,
Web site, e-mail, and personal selling communications to all have
Selected Answer: the same message, look, and feel
Answers: equal portions of the advertising budget
independent communications directors
separate marketing objectives
the same target audience
the same message, look, and feel
 Question 48
2 out of 2 points
Lancaster Box Company wants to provide better customer service while trimming distribution
costs through teamwork, both inside the company and among all the marketing channel
organizations. Lancaster Box is thinking of
Selected Answer: integrated logistics management
Answers: integrated logistics management
supply chain management
horizontal marketing system
disintermediation
 Question 49
2 out of 2 points
Failure to enter the current price into a retailer's system may result in charges of
Selected Answer: scanner fraud
Answers: predatory pricing
scanner fraud
retail maintenance pricing
discriminatory pricing
price-fixing
 Question 50
2 out of 2 points
Hybrid marketing systems are also called
Selected Answer: multichannel distribution systems
Answers: dual distribution systems
multichannel distribution systems
administered franchises
horizontal multichannel systems
contractual marketing systems
 Question 51
2 out of 2 points
When a competitor cuts its price, a company is most likely to decide to ________ if it
believes it will not lose much market share or would lose too much profit by cutting its own
price.
Selected Answer: maintain its current prices and profit margin
Answers: reduce its production costs
reduce its marketing costs
maintain its current prices and profit margin
increase its marketing budget to raise the perceived value of the product
increase its production costs to improve the quality of the product
 Question 52
2 out of 2 points
Companies are doing less ________ and more ________ as a result of an explosion of
more focused media that better match today's targeting strategies.
Selected Answer: broadcasting; narrowcasting
Answers: marketing; media
media; sales
narrowcasting; broadcasting
broadcasting; narrowcasting
advertising; word-of-mouth
 Question 53
5 out of 5 points
Big Moose Toys is a market pioneer introducing a modern version of Bullwinkle the Moose,
a character from an animated television series originally broadcast in the 40s and 60s. Their
version of Rocky the Flying Squirrel, another character from the show, targeted to baby
boomers was a strong success. They need to make the new launch strategy for Bullwinkle
consistent with the intended
Selected Answer: product positioning
Answers: promotion campaign
product positioning
company image
target market
use
 Question 54
5 out of 5 points
Currently, Diego Calabresa is employed by a firm that conducts marketing research and
creates ads for other companies that help them target and promote their products to the right
markets. Who is Diego's employer?
Selected Answer: a marketing service agency
Answers: a financial intermediary
a physical distribution firm
a marketing service agency
a reseller
a green marketer
 Question 55
0 out of 5 points
Disney is identifying and developing new markets for its theme parks. Disney is exploring
possibilities for ________.
Selected Answer: market penetration
Answers: market penetration
market development
diversification
harvesting
product development
 Question 56
5 out of 5 points
Chewing gum is stocked in many outlets in the same market or community; in fact, it is
placed in as many outlets as possible. This is an example of ________ distribution.
Selected Answer: intensive
Answers: exclusive
selective
multichannel
intensive
disintermediated
 Question 1
3 out of 3 points
Today almost every company, small and large, is affected in some way by which of the
following?
Selected Answer: global competition
Answers: the societal marketing concept
not-for-profit marketing
global competition
customer-generated marketing
caring capitalism
 Question 2
3 out of 3 points
According to experts, what is the biggest potential problem facing advertainment?
Selected Answer: Consumers will remember the advertisement but forget the brand.
Answers: The cost of creating clever advertisements will become too steep.
The marketplace will become cluttered with ads that lack helpful
information.
Consumers will remember the advertisement but forget the brand.
Local networks will oppose running potentially offensive advertisements.
Consumer demand for entertaining advertising will become difficult to
match.
 Question 3
3 out of 3 points
The major product line decision involves ________.
Selected Answer: product line length
Answers: line stretching
moving the line upward or downward
product line filling
product line length
product packaging
 Question 4
3 out of 3 points
Nonregulated monopolies are free to price at what the market will bear. However, they do
not always charge the full price for a number of reasons. What is NOT one of those
reasons?
Selected Answer: They want to encourage government regulations.
Answers: They don't want to attract competition.
They want to penetrate the market faster with a low price.
They have a fear of government regulation.
They want to encourage government regulations.
They want to please a large group of consumers.
 Question 5
4 out of 4 points
Wal-Mart is famous for using what important type of value pricing?
everyday low pricing
cost-plus pricing
break-even pricing
penetration pricing
 Question 6
0 out of 4 points
A country with a(n) ________ economy consumes most of its own agricultural and industrial
outputs and offers few market opportunities.
Selected Answer: industrial
Answers: industrial
service
technological
subsistence
rural
 Question 7
4 out of 4 points
The Jay Group hires better employees than the competition by conducting lengthy searches
and interviews. Management also trains employees much better than competitors do. The
Jay Group has gained a strong competitive advantage through which type of differentiation?
Selected Answer: people
Answers: image
people
services
product
channel
 Question 8
4 out of 4 points
People tend to interpret new information in a way that will support what they already believe.
This is called ________.
Selected Answer: selective distortion
Answers: selective retention
selective distortion
selective attitude
selective attention
selective perception
 Question 9
4 out of 4 points
Many marketers use the self-concept premise that people's possessions contribute to and
reflect their identities; that is, we are what we have. Under this premise, consumers
________.
Selected Answer: buy products to support their self-images
Answers: buy products to support their self-images
use brand personalities
are affected by subconscious motivations
are attracted to products that fit in with their existing attitudes
conduct the information search
 Question 10
2 out of 2 points
Relative advantage, compatibility, complexity, divisibility, and communicability are all
examples of ________.
Selected Answer: product characteristics that influence rate of adoption
Answers: alternative evaluations
dissonance-reducing buying behaviors
product characteristics that influence rate of adoption
individual differences in innovation
postpurchase behaviors
 Question 11
2 out of 2 points
A buyer would be most likely to review trade directories in which stage of the business
buying process?
Answers: problem recognition
supplier search
supplier selection
 Question 12
2 out of 2 points
In designing the message structure, marketers must decide whether to present the
________ arguments first or last in a message.
Selected Answer: strongest
Answers: emotional
structural
moral
strongest
scientific
 Question 13
2 out of 2 points
Percy Original caters to a market of individuals and households that buys goods and
services for personal consumption. Percy Original caters to a ________ market.
Selected Answer: consumer
Answers: business
reseller
government
consumer
marketing intermediary
 Question 14
2 out of 2 points
Price is set to match consumers' perceptions of product value with.
Selected Answer: value-based pricing
Answers: variable cost pricing
cost-plus pricing
cost-based pricing
value-based pricing
every day low pricing
 Question 15
2 out of 2 points
Marketing stimuli consist of the four Ps. Which is NOT one of these?
Selected Answer: politics
Answers: product
politics
price
promotion
place
 Question 16
2 out of 2 points
Companies manage their supply chains through
Selected Answer: information
Answers: skilled operators
information
the Internet
transportation modes
competitors
 Question 17
2 out of 2 points
Intermediaries play an important role in matching
Selected Answer: supply and demand
Answers: dealer with customer
supply and demand
product to region
manufacturer to product
information and promotion
 Question 18
2 out of 2 points
you just lost a major account because a competitor provided the most complete system to
meet the customer's needs and solve the customer's problems, and made the sale. In other
words, the competition beat you with ________.
Selected Answer: solutions selling
Answers: solutions selling
team selling
cross-functional skill
promotions
 Question 19
2 out of 2 points
Which of the following statements illustrates why stereotypes should be avoided when using
age and life cycle segmentation?
Selected Some 70 year olds use wheelchairs; others play tennis.
Answer:
Answers: Old women love to shop; young women love it more!
Most 11-year-old boys are mischievous.
Some 70 year olds use wheelchairs; others play tennis.
The majority of 20 year olds have to work; the same holds true for 30 and
40 year olds.
both C and D
 Question 20
2 out of 2 points
The first step of the business buying process is ________.
Selected Answer: problem recognition
Answers: general need description
alternative evaluations
problem recognition
performance review
 Question 21
2 out of 2 points
The purchasing agent at your company is working with engineers and users to define the
items to purchase by describing general characteristics and quantities needed. He is also
ranking the importance of reliability, durability, and price. The buyer is preparing a(n)
________.
Selected Answer: general need description
product specifications list
product proposal
 Question 22
2 out of 2 points
Which of the following types of retailers is most likely to practice everyday low pricing
(EDLP)?
Selected Answer: discount stores
Answers: discount stores
convenience stores
category killers
limited-service retailers
department stores
 Question 23
2 out of 2 points
By definition, this type of pricing is used when a firm sells a product or service at two or more
prices, even though the difference in price is not based on differences in cost.
Selected Answer: segmented pricing
Answers: segmented pricing
variable pricing
flexible pricing
cost-plus pricing
reference pricing
 Question 24
1 out of 1 points
Which concept calls for aggressive selling and focuses on generating transactions to obtain
profitable sales?
Selected Answer: selling
Answers: marketing
production
product
selling
societal marketing
 Question 25
1 out of 1 points
________ involves designing and producing the container or wrapper for a product.
Selected Answer: Packaging
Answers: Packaging
Product line
Service
Branding
Labeling
 Question 26
1 out of 1 points
Which promotional mix strategy directs marketing efforts toward final consumers?
Selected Answer: pull
Answers: pull
blitz
push
buzz
pulse
 Question 27
1 out of 1 points
you are directed to study the actors close to the company that affect its ability to serve its
customers-departments within the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?
Selected Answer: the microenvironment
the marketing environment
the demographic environment
 Question 28
1 out of 1 points
To remain a market leader, a firm must protect market share through
Selected Answer: Both a and b
Answers: Defensive actions
Offensive actions
Both a and b
None of the above
 Question 29
1 out of 1 points
fixed cost pricing
value-based pricing
 Question 30
1 out of 1 points
One weakness of using mobiles in a media plan is
Selected Answer: Privacy issues are of great concern among mobile users
Answers: Privacy issues are of great concern among mobile users
Rich content delivery is better than on a computer
All devices are standardized for easy use across operating systems
The message is long-lived
All of the above
 Question 31
1 out of 1 points
Geotargeting allows an advertising campaign to concentrate on a fixed locale through mobile
technology
Answers: True
False
 Question 32
1 out of 1 points
It includes all the activities involved in selling products or services directly to final consumers
for their personal, nonbusiness use.
Selected Answer: Retailing
Answers: Franchising
Retailing
Brokering
Wholesaling
Disintermediation
 Question 33
1 out of 1 points
Which of the following is NOT a typical supply chain member?
Selected Answer: government agencies
Answers: resellers
customers
intermediaries
government agencies
raw materials supplier
 Question 34
0 out of 1 points
marketing strategy?
Selected Answer: market segmenting
mass marketing
differentiation
targeting
positioning
 Question 35
1 out of 1 points
It is common for international marketers to ________ their channel strategies for each
country.
Selected Answer: adapt
Answers: extend
adapt
restrict
seek approval for
eliminate
 Question 36
1 out of 1 points
A review of the sales, costs, and profit projections for a new product to find out whether they
satisfy the company's objectives is called a
Selected Answer: business analysis
Answers: business feasibility plan
marketing strategy development
business analysis
product acceptance
proposal
 Question 37
1 out of 1 points
Advertisers are increasingly shifting larger portions of their budgets to media that cost less
and target more effectively. Which of the following is harmed the MOST by such a shift?
Selected Answer: network television
Answers: radio
cable television
network television
satellite television systems
Internet
 Question 38
1 out of 1 points
Answers: stimulus
perception
culture
motive
tradition
 Question 39
0 out of 1 points
Service businesses boost the world economy and in turn a globalizing economy boosts the
service industry.
Answers: True
False
 Question 40
1 out of 1 points
Which of the following transportation modes is used for digital products?
Selected Answer: the Internet
Answers: trucks
rail
the Internet
air
ship
 Question 41
1 out of 1 points
________ are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special purchase
effort.
Selected Answer: Specialty products
Answers: Shopping products
Unsought products
Specialty products
Industrial products
Line extensions
 Question 42
1 out of 1 points
Marketing logistics involves getting the right product to the right customer in the right place
at the right time. Which one of the following is NOT included in this process?
Selected Answer: gathering customer's ideas for new products
Answers: planning the physical flow of goods and services
implementing the plan for the flow of goods and services
controlling the physical flow of goods, services, and information
gathering customer's ideas for new products
A and C
 Question 43
1 out of 1 points
A lurker on discussion boards and Web forums is a person who posts irrelevant or
inflammatory messages.
Answers: True
False
 Question 44
1 out of 1 points
service variability
service
product
service encounter
 Question 45
1 out of 1 points
________ is(are) the most basic cause of a person's wants and behavior.
Selected Answer: Culture
Answers: Culture
Brand personality
Cognitive dissonance
Societal factors
Selective perception
 Question 46
1 out of 1 points
A ________ involves the use of a successful brand name to launch new or modified
products in a new category.
Selected Answer: brand extension
product line
brand extension
private brand
brand symbol
 Question 47
1 out of 1 points
single ownership
mass distribution
little control
 Question 48
1 out of 1 points
They have filled the ultralow-priced, high-volume gap by buying at less-than-regular
wholesale prices and charging consumers less than retail.
Selected Answer: Off-price retailers
Answers: Off-price retailers
Discount stores
Convenience stores
Chain stores
 Question 49
1 out of 1 points
The demand for many business goods and services tends to change more, and more
quickly, than the demand for consumer goods and services does. This is referred to as
________ demand.
Selected Answer: fluctuating
Answers: fluctuating
derived
inelastic
elastic
supplier
 Question 50
1 out of 1 points
Because of ________, a company cannot make its product illegally similar to a competitor's
already established product.
Selected Answer: patent laws
Answers: anti-monopoly laws
patent laws
the Consumer Product Safety Act
product warranties
product liability
 Question 51
1 out of 1 points
The decision-making unit of a buying organization is called the ________.
Answers: business buyer
buying center
buying system
business-to-business market
supplier-development center
 Question 52
1 out of 1 points
Four common sources of internal data include the accounting department, operations, the
sales force, and the ________.
Answers: owners
stockholders
competition
Web
 Question 53
1 out of 1 points
________ is a person's pattern of living as expressed in his or her psychographics, including
his or her activities, interests, and opinions.
Selected Answer: Lifestyle
Answers: Personality
Culture
Lifestyle
Motive
Social class
 Question 54
1 out of 1 points
Consumer research, product development, communication, distribution, pricing, and service
are all core ________ activities.
Selected Answer: marketing
Answers: exchange
marketing
management
production
 Question 55
1 out of 1 points
Inside Sales is known as
Selected Answer: Tele-marketing
Answers: Direct marketing
Social marketing
Tele-marketing
Viral marketing
 Question 56
1 out of 1 points
Consumers position products and services ________.
Selected Answer: with or without the help of marketers
Answers: after marketers put marketing mixes in place
generally after consulting friends who use them
with or without the help of marketers
only reluctantly
based on nearby competitors' positions
 Question 57
0 out of 1 points
Selected Answer: FOB-origin
Answers: FOB-origin
freight-absorption
basing-point
loss leader
zone pricing
 Question 58
1 out of 1 points
 Question 59
1 out of 1 points
product.
Answers: True
False
 Question 60
1 out of 1 points
Mass-media advertising routinely involves a company investing millions or even billions of
dollars to reach tens of ________ of customers with a single ad.
Selected Answer: millions
Answers: billions
thousands
millions
hundreds
tens
 Question 61
1 out of 1 points
A ________ is defined as any group that has an actual or potential interest in, or impact on,
an organization's ability to achieve its objectives.
Selected Answer: public
Answers: team
competitor
market
public
intermediary
 Question 62
1 out of 1 points
brand?
product image
brand personality
brand concept
brand equity
 Question 63
1 out of 1 points
The owners of the company you work for have developed a core network of suppliers they
are working closely with to ensure an appropriate and dependable supply of products. This
is an example of ________ management.
Selected Answer: supplier development
Answers: value chain
network relationship
channel captain
core channel
supplier development
 Question 1
2 out of 2 points
Using the ________ method for setting an advertising budget, the company starts with total
revenues, deducts operating expenses and capital outlays, and then devotes some portion
of the remaining funds to advertising.
Selected Answer: affordable
Answers: integrated
moving-average
competitive-parity
percentage-of-sales
affordable
 Question 2
2 out of 2 points
Which promotional tool is most effective in building up buyers' preferences, convictions, and,
most importantly, actions?
Selected Answer: personal selling
Answers: mass-market advertising
personal selling
segmented advertising
sales promotion
public relations
 Question 3
2 out of 2 points
The goal of marketing logistics should be to provide a ________ level of customer service at
the least cost
Selected Answer: targeted
Answers: maximum
targeted
moderate
minimum
competitive
 Question 4
2 out of 2 points
Buyers are less price sensitive in all of the following situations EXCEPT
Selected Answer: when the total expenditure for a product is high relative to their income
Answers: when the product they are buying is unique
when the product they are buying is in high demand
when substitute products are hard to find
when the total expenditure for a product is high relative to their income
when the product is a specialty product
 Question 5
2 out of 2 points
The term ________ refers to qualitative research designed to probe consumers' hidden,
subconscious motivations.
Selected Answer: motivation research
Answers: perception analysis
opinion leader
motivation research
need recognition investigation
depth research technique
 Question 6
0 out of 2 points
Which of the following is NOT one of the four major communication functions?
Selected Answer: response
Answers: feedback
encoding
noise
response
decoding
 Question 7
2 out of 2 points
Integrated marketing communications produces better communications ________ and
greater ________ impact.
Selected Answer: consistency; sales
Answers: consistency; sales
sales; consistency
marketing; sales
variety; production
branding; quality
 Question 8
2 out of 2 points
Quantity discounts provide an incentive to the customer to buy
Selected Answer: more from one given seller, rather than from many different sources
Answers: more products or services from a variety of sellers
less from another competitor
more from one given seller, rather than from many different sources
more than he or she needs
bundled merchandise
 Question 9
2 out of 2 points
A company's salespeople should always follow the rules of
Selected Answer: fair competition
Answers: high-pressure selling
societal marketing
competition
fair competition
cooling-off
 Question 10
2 out of 2 points
All of the following are major steps in advertising media selection EXCEPT
Selected Answer: deciding on format elements
Answers: deciding on reach, frequency, and impact
choosing among major media types
selecting specific media vehicles
deciding on format elements
deciding on media timing
 Question 11
2 out of 2 points
A sensational ________ may grab attention and produce pleasing aesthetics, but it does not
necessarily improve a product's performance.
Selected Answer: style
Answers: design
style
experience
service-profit chain
augmented product
 Question 12
0 out of 2 points
Order gettig, order taking and supporting are
Selected Answer: Three types of selling
Answers: Three other terms that refer to personal selling
Three types of selling
Three basic sales tasks
 Question 13
2 out of 2 points
The number of times an average person in the target market is exposed to an ad is known
as the
Selected Answer: frequency
Answers: impact
reach
frequency
exposure
engagement
 Question 14
2 out of 2 points
Consumers usually perceive higher-priced products as
Selected Answer: having a higher quality
Answers: not within reach of most people
having a higher quality
having high profit margins
popular brands
being in the introductory stage of the product life cycle
 Question 15
2 out of 2 points
All of the following are examples of specialized and highly-targeted media that an advertiser
might use to reach smaller customer segments EXCEPT
Selected Answer: magazines
Answers: cable television channels
e-mail
podcasts
magazines
product placement in video games
 Question 16
2 out of 2 points
When integrating direct marketing with the other tools of the marketing communications mix,
field selling gradually takes over from telemarketing as:
Selected Answer: the strength of the customer relationship grows
Answers: the level of involvement declines
the level of profit increases
the strength of the customer relationship grows
the level of account attractiveness stagnates
 Question 17
1 out of 1 points
A ________ involves the use of a successful brand name to launch new or modified
products in a new category.
Selected Answer: brand extension
product line
brand extension
private brand
brand symbol
 Question 18
1 out of 1 points
Another name for systems selling is ________ selling.
Selected Answer: solutions
Answers: solutions
blanket contract
vendor-managed inventory
negotiated contract
periodic purchase
 Question 19
1 out of 1 points
________ involves activities undertaken to create, maintain, or change attitudes toward
particular cities, states, and regions.
Selected Answer: Place marketing
Answers: Idea marketing
Place marketing
Organization marketing
Social marketing
Interactive marketing
 Question 20
1 out of 1 points
Persuasive advertising becomes ________ advertising when a company directly or indirectly
compares its brand with one or more other brands.
Selected Answer: comparative
Answers: informative
reminder
comparative
POP promotion
institutional
 Question 21
1 out of 1 points
fixed cost pricing
value-based pricing
 Question 22
1 out of 1 points
your marketing department is currently researching the size, density, location, age, and
occupations of your target market. Which environment is being researched?
psychographic
economic
geographic
cultural
 Question 23
1 out of 1 points
________ are society's relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
Selected Answer: Social classes
Answers: Social classes
Cultures
Reference groups
Attitudes
Lifestyles
 Question 24
1 out of 1 points
brand?
product image
brand personality
brand concept
brand equity
 Question 25
1 out of 1 points
If demand changes greatly with a small change in price, we say the demand is
Selected Answer: elastic
Answers: variable
inelastic
value-based
elastic
fixed
 Question 26
1 out of 1 points
Logos, uniforms, brochures, and company trucks are all examples of ________ that can be
used to help a company create a visual image for the public.
Selected Answer: corporate identity materials
social marketing
public service activities
corporate identity materials
buzz marketing materials
 Question 27
1 out of 1 points
The decision-making unit of a buying organization is called the ________.
Answers: business buyer
buying center
buying system
business-to-business market
supplier-development center
 Question 28
1 out of 1 points
 Question 29
1 out of 1 points
Which message execution style depicts average people using a product in an everyday
setting?
Selected Answer: slice of life
Answers: lifestyle
scientific evidence
slice of life
personality symbol
testimonial evidence
 Question 30
1 out of 1 points
service variability
service
product
service encounter
 Question 31
0 out of 1 points
When sales persons identify customers by selecting names of present customers,
wholesalers or retailers they are involved in
Selected Answer: None of these
Answers: Comunicating
Prospecting
Merchandising
None of these
 Question 32
1 out of 1 points
The demand for many business goods and services tends to change more, and more
quickly, than the demand for consumer goods and services does. This is referred to as
________ demand.
Selected Answer: fluctuating
Answers: fluctuating
derived
inelastic
elastic
supplier
 Question 33
1 out of 1 points
It is considered socially irresponsible when the marketing of adult products spills over into
the ________ segment.
Selected Answer: child
Answers: elderly
child
animal
minority
senior
 Question 34
1 out of 1 points
Building, keeping, and growing profitable relationships by delivering customer value and
satisfaction is called ________.
Selected Answer: customer relationship management
Answers: customer lifetime value
customer perceived value
database marketing
societal marketing
 Question 35
1 out of 1 points
One weakness of using mobiles in a media plan is
Selected Answer: Privacy issues are of great concern among mobile users
Answers: Privacy issues are of great concern among mobile users
Rich content delivery is better than on a computer
All devices are standardized for easy use across operating systems
The message is long-lived
All of the above
 Question 36
1 out of 1 points
In the model of buyer-readiness stages, the first stage is
Selected Answer: awareness
Answers: preference
knowledge
liking
awareness
insistence
 Question 37
1 out of 1 points
Answers: user
influencer
buyer
gatekeeper
decider
 Question 38
1 out of 1 points
Which promotional mix strategy directs marketing efforts toward market channel members?
Selected Answer: push
Answers: pull
blitz
push
buzz
pulse
 Question 39
1 out of 1 points
Answers: stimulus
perception
culture
motive
tradition
 Question 40
1 out of 1 points
To compete with value based peers firms must
Answers: Reconsider the perennial routes
Keep costs in line
Find sources of differentiation
All of the above
 Question 41
1 out of 1 points
In marketing terms, we say that the number of intermediary levels indicates the ________ of
a channel.
Selected Answer: length
Answers: depth
complexity
involvement
length
width
 Question 42
1 out of 1 points
Which of the following transportation modes is used for digital products?
Selected Answer: the Internet
Answers: trucks
rail
the Internet
air
ship
 Question 43
1 out of 1 points
A ________ is defined as any group that has an actual or potential interest in, or impact on,
an organization's ability to achieve its objectives.
Selected Answer: public
Answers: team
competitor
market
public
intermediary
 Question 44
1 out of 1 points
A ________ is the way consumers perceive an actual or potential product.
Selected Answer: product image
Answers: product idea
product concept
product image
test market
concept test
 Question 45
1 out of 1 points
It includes all activities involved in selling goods and services to those buying for resale or
business use.
Selected Answer: Wholesaling
Answers: Wholesaling
Retailing
Franchising
Discounting
Disintermediation
 Question 46
1 out of 1 points
you regularly purchase cleaning supplies for your custodial staff, using the same vendor and
ordering relatively consistent amounts of the same products with each purchase. This is an
example of a ________ situation.
Selected Answer: straight rebuy
Answers: modified rebuy
new task
straight rebuy
solution selling
value analysis
 Question 47
1 out of 1 points
Most companies practice strong PRM to forge long-term relationships with channel
members. What does PRM stand for?
Selected Answer: partner relationship management
Answers: primary relationship management
potential relationship management
perennial relationship management
personnel roster maintenance
 Question 48
1 out of 1 points
product.
Answers: True
False
 Question 49
5 out of 5 points
10 people do a web search. In response, they see links to a variety of web pages. Three of
the 10 people choose one particular link. That link then has a __________ click through rate.
Selected Answer: 0.3
Answers: More than 30%
0.3
Less than 30%
 Question 50
0 out of 5 points
Ryanair offers free flights to a quarter of its customers and rock-bottom prices to many of its
other customers. Ryanair then charges for all extra services, such as baggage handling and
in-flight refreshments. Which of the following best describes Ryanair's pricing method?
Selected Answer: value-added pricing
Answers: value-added pricing
low-cost pricing
cost-plus pricing
high-low pricing
image pricing
 Question 51
5 out of 5 points
your firm has decided to localize its products and services to meet local market demands. A
good approach to use would be ________ segmentation.
Selected Answer: geographic
Answers: geographic
benefit
end-use
customer
image
 Question 52
5 out of 5 points
Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, priced a great deal
lower than other used cars. Cheap Heaps has chosen to position their products with a
________ strategy.
Selected Answer: less-for-much-less
Answers: more-for-the same
more-for-less
same-for-less
less-for-much-less
A or C
 Question 53
4 out of 4 points
Survey research is least likely to be conducted through which of the following?
Selected Answer: observation
Answers: the Web
the mail
the telephone
in person
observation
 Question 54
4 out of 4 points
Answers: resellers
producers
consumers
the elderly
competitors
 Question 55
4 out of 4 points
Accent Software faces the conditions below, all of which support Accent's use of a market-
penetration pricing strategy EXCEPT that
Selected Answer: the product's quality and image support a high price
Answers: the market is highly price sensitive
production and distribution costs will fall as sales volume increases
the product's quality and image support a high price
a low price would help keep out the competition
A and C
 Question 56
4 out of 4 points
you are directed to study the demographic, economic, natural, technological, political, and
cultural factors that are larger societal forces affecting your company. What are you
studying?
Selected Answer: the macroenvironment
the external environment
the marketing mix

4 Out of 4 Points

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