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Question 1 Multiple Choice out of 1 points
Keeping consumers thinking about the product is the objective for which type of
advertising?
Given Answer: c. reminder advertising
Correct Answer: c. reminder advertising
Question 2 Multiple Choice out of 1 points
Which of the following would be considered to be one of the major faults of break-
even analysis and target profit pricing?
Given Answer: a. They do not take into account the price-demand relationship.
Correct Answer: a. They do not take into account the price-demand relationship.
Question 3 Multiple Choice out of 1 points
The rapid move toward globalization means that all companies will have to answer
some basic questions. All of the following would potentially be among those
questions EXCEPT: (Pick the LEAST LIKELY from among the choices.)
Given Answer: d. how many international directors should we have on our board?
Correct Answer: d. how many international directors should we have on our board?
Question 4 Multiple Choice out of 1 points
Building selective demand is the objective of which type of advertising?
Given Answer: b. persuasive advertising
Correct Answer: b. persuasive advertising
Question 5 True/False out of 1 points
Building primary demand is one of the possible objectives of persuasive advertising.
Given Answer: False
Correct Answer: False
Question 6 Multiple Choice out of 1 points
"Greed is good" and "Shop 'till you drop" are slogans that might characterize which
of the following social criticisms leveled at marketing?
Given Answer: a. false wants and too much materialism
Correct Answer: a. false wants and too much materialism
Question 7 True/False out of 1 points
"2/10, net 30" is a typical example of quantity discount.
Given Answer: False
Correct Answer: False
Question 8 Multiple Choice out of 1 points
If a company sells its product directly to the consumer without using any
intermediaries, it is using a(n):
Given Answer: a. direct marketing channel.
Correct Answer: a. direct marketing channel.
Question 9 Multiple Choice out of 1 points
The strategy used during maturity to attempt to increase the consumption of the
current product is called:
Given Answer: b. market modification.
Correct Answer: b. market modification.
Question 10 Multiple Choice out of 1 points
_____________ is the sum of the values that consumers exchange for the benefits of
having or using the product or service.
Given Answer: a. Price
Correct Answer: a. Price
Question 11 Multiple Choice out of 1 points
The element of the compensation mix that repays salespeople for undertaking job-
related selling efforts is the:
Given Answer: b. variable amount.
Correct Answer: c. expense allowance.
Question 12 Multiple Choice out of 1 points
Advertising reaches almost all facets of business in the United States. It has been
estimated that advertising runs an annual bill of ________________ in the United
States alone.
Given Answer: b. $244 billion
Correct Answer: b. $244 billion
Question 13 Multiple Choice out of 1 points
One of the benefits of the most recent round of GATT talks (concluding in 1993) was
that the agreement extended GATT to cover:
Given Answer: b. agriculture.
Correct Answer: b. agriculture.
Question 14 Multiple Choice out of 1 points
Working through independent international marketing intermediaries is called:
Given Answer: b. indirect exporting.
Correct Answer: b. indirect exporting.
Question 15 True/False out of 1 points
One of the chief limitations of the Internet with respect to communication is format
and quality constraints.
Given Answer: True
Correct Answer: True
Question 16 Multiple Choice out of 1 points
The integrated direct marketing campaign begins with a(n):
Given Answer: a. paid ad with a response channel.
Correct Answer: a. paid ad with a response channel.
Question 17 Multiple Choice out of 1 points
All of the following have contributed to a growing problem of complaints about
product safety EXCEPT:
Given Answer: a. a desire to produce abroad.
Correct Answer: a. a desire to produce abroad.
Question 18 Multiple Choice out of 1 points
The fastest-growing sales force technology tool is:
Given Answer: d. the Internet.
Correct Answer: d. the Internet.
Question 19 True/False out of 1 points
The American marketing system has been accused of adding to several "evils" in
American society at large. One of these charges against the marketing system is that it
creates false wants and too much materialism.
Given Answer: True
Correct Answer: True
Question 20 True/False out of 1 points
B2B marketers tend to use a push strategy (push more), putting more funds into
personal selling, followed by sales promotion, advertising, and public relations.
Given Answer: True
Correct Answer: True
Question 21 Multiple Choice out of 1 points
A retailer's ______________ is the key to its ability to attract customers.
Given Answer: a. location
Correct Answer: a. location
Question 22 True/False out of 1 points
Most critics charge that the American marketing system causes prices to be higher
than they would be under a more sensible system.
Given Answer: True
Correct Answer: True
Question 23 Multiple Choice out of 1 points
_____________ is defined as the analysis, planning, implementation, and control of
sales force activities.
Given Answer: a. Sales force management
Correct Answer: a. Sales force management
Question 24 Multiple Choice out of 1 points
If a retailer were to offer the consumer a "two for one" deal in purchasing
merchandise, which of the following sales promotional techniques would have been
used?
Given Answer: d. price packs
Correct Answer: d. price packs
Question 25 True/False out of 1 points
Price is the only element of the marketing mix that produces revenue.
Given Answer: True
Correct Answer: True
Question 26 Multiple Choice out of 1 points
When an importing country sets limits on the amount of goods it will accept in
certain product categories it is called a(n):
Given Answer: a. quota.
Correct Answer: a. quota.
Question 27 Multiple Choice out of 1 points
Personal selling is an expensive form of promotion. For example, research shows that
personal selling costs companies _______ per sales call.
Given Answer: a. $170
Correct Answer: a. $170
Question 28 Multiple Choice out of 1 points
A men's custom-shirt store would be a good example of which of the following?
Given Answer: a. superspecialty store
Correct Answer: a. superspecialty store
Question 29 Multiple Choice out of 1 points
Integrated marketing communications involves identifying the target audience and
shaping a well-coordinated promotional program to elicit the desired audience
response. Too often, however: (Select the MOST CORRECT statement.)
Given Answer: c. marketing communications focus on overcoming immediate
awareness, image, or preference problems.
Correct Answer: c. marketing communications focus on overcoming immediate
awareness, image, or preference problems.
Question 30 Multiple Choice out of 1 points
Conflicts between different levels of the same channel of distribution are referred to
as:
Given Answer: b. vertical conflicts.
Correct Answer: b. vertical conflicts.
Question 31 Multiple Choice out of 1 points
Despite its potential strengths, public relations is often described as a(n):
Given Answer: b. marketing stepchild.
Correct Answer: b. marketing stepchild.
Question 32 Multiple Choice out of 1 points
Current trends in communications and promotions indicate that companies are doing
less:
Given Answer: b. broadcasting and more narrowcasting.
Correct Answer: b. broadcasting and more narrowcasting.
Question 33 True/False out of 1 points
A hypermarket is characterized as being a huge store (sometimes as large as six
football fields) that carries a large assortment of routinely purchased items.
Given Answer: True
Correct Answer: True
Question 34 Multiple Choice out of 1 points
The stage of the PLC characterized by overcapacity, greater competition, and the
eventual elimination of weaker competitors is called the:
Given Answer: d. maturity stage.
Correct Answer: d. maturity stage.
Question 35 Multiple Choice out of 1 points
A(n) _________________ is a channel that contains one or more intermediary levels.
Given Answer: b. indirect marketing channel
Correct Answer: b. indirect marketing channel
Question 36 Multiple Choice out of 1 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. One of those reasons
is the:
Given Answer: b. desire to penetrate the market faster with a low price.
Correct Answer: b. desire to penetrate the market faster with a low price.
Question 37 Multiple Choice out of 1 points
One of the arguments that supports the competitive-parity method for budgeting
promotions is that:
Given Answer: c. competitor's budgets represent the collective wisdom of the
industry.
Correct Answer: c. competitor's budgets represent the collective wisdom of the
industry.
Question 38 Multiple Choice out of 1 points
When different versions of a product are priced differently but not in accordance to
differences in their value, it is a form of:
Given Answer: b. product-form pricing.
Correct Answer: b. product-form pricing.
Question 39 True/False out of 1 points
Snowboarding using a Burton Snow Board could be a theme incorporated into a
lifestyle commercial.
Given Answer: True
Correct Answer: True
Question 40 Multiple Choice out of 1 points
One of the hardest stages for the salesperson to handle well is the ______________
stage.
Given Answer: c. closing
Correct Answer: c. closing
Question 41 True/False out of 1 points
Companies selling in global industries have no choice but to internationalize their
operations.
Given Answer: True
Correct Answer: True
Question 42 True/False out of 1 points
If a company chose to harvest from its product life cycle, this would most likely
occur in the growth phase of the product life cycle.
Given Answer: False
Correct Answer: False
Question 43 Multiple Choice out of 1 points
There is an increasing amount of commerce being done via the Internet. With respect
to the promotional mix, which of the following categories would be most directly
concerned with Internet commerce?
Given Answer: c. direct marketing
Correct Answer: c. direct marketing
Question 44 True/False out of 1 points
Retailing is defined as being all activities involved in selling goods and services to
those buying for resale or business use.
Given Answer: False
Correct Answer: False
Question 45 Multiple Choice out of 1 points
The type of industrial structure characterized by one or more rich sources of natural
resources but poor in other ways is called:
Given Answer: a. raw-material exporting economies.
Correct Answer: a. raw-material exporting economies.
Question 46 True/False out of 1 points
Most companies see their intermediaries as first-line customers.
Given Answer: False
Correct Answer: True
Question 47 Multiple Choice out of 1 points
Determining the promotion budget on the basis of financial availability of capital is
characteristic of which of the following budget methods?
Given Answer: a. affordable method
Correct Answer: a. affordable method
Question 48 Multiple Choice out of 1 points
A _________________ is a giant specialty store that carries a very deep assortment
of a particular line and is staffed by knowledgeable employees.
Given Answer: c. category killer
Correct Answer: c. category killer
Question 49 Multiple Choice out of 1 points
From the societal perspective, bad-tasting and ineffective medicine would be
considered to be a part of which type of product category?
Given Answer: d. deficient products
Correct Answer: d. deficient products
Question 50 Multiple Choice out of 1 points
The course of a product's sales and profits over its lifetime is called:
Given Answer: d. the product life cycle.
Correct Answer: d. the product life cycle.
Question 51 True/False out of 1 points
If you want to get a mass audience, newspaper is where you have to be.
Given Answer: False
Correct Answer: False
Question 52 Multiple Choice out of 1 points
A(n) ________________ is a price reduction to buyers who pay their bills promptly.
Given Answer: c. cash discount
Correct Answer: c. cash discount
Question 53 Multiple Choice out of 1 points
Which of the following statements is MOST TRUE about the growth of non-store
retailing?
Given Answer: b. More non-store retailing is conducted by "click-and-brick"
retailers than by click-only" retailers.
Correct Answer: b. More non-store retailing is conducted by "click-and-brick"
retailers than by click-only" retailers.
Question 54 True/False out of 1 points
Product adaptation involves changing the product to meet local conditions or wants.
Given Answer: True
Correct Answer: True
Question 55 True/False out of 1 points
An indirect marketing channel has no intermediary levels.
Given Answer: False
Correct Answer: False
Question 56 Multiple Choice out of 1 points
____________ like to sit or stand very close to each other when they talk
businessÄÄin fact, almost nose-to-nose. This may be offensive to foreigners.
Given Answer: b. South Americans
Correct Answer: b. South Americans
Question 57 Multiple Choice out of 1 points
Prices that buyers carry in their minds and refer to when they look at a given product
are called:
Given Answer: b. reference prices.
Correct Answer: b. reference prices.
Question 58 Multiple Choice out of 1 points
Every store has a physical layout that makes moving around in it either hard or easy.
This "feel" is called:
Given Answer: c. store atmosphere.
Correct Answer: c. store atmosphere.
Question 59 Multiple Choice out of 1 points
In the maturity phase of the PLC, a marketing manager should consider:
Given Answer: b. modifying the market, product, and marketing mix.
Correct Answer: b. modifying the market, product, and marketing mix.
Question 60 Multiple Choice out of 1 points
Rolls Royce uses which of the following distribution formats?
Given Answer: b. exclusive distribution
Correct Answer: b. exclusive distribution
Question 61 Multiple Choice out of 1 points
The strategy whereby a company stocks its products in as many outlets as possible is
called:
Given Answer: a. intensive distribution.
Correct Answer: a. intensive distribution.
Question 62 Multiple Choice out of 1 points
All of the following are benefits to society that can result from company acquisition
of other companies EXCEPT:
Given Answer: d. the acquisition may reduce competition.
Correct Answer: d. the acquisition may reduce competition.
Question 63 Multiple Choice out of 1 points
Through supervision, a company:
Given Answer: c. directs and motivates the sales force to do a better job.
Correct Answer: c. directs and motivates the sales force to do a better job.
Question 64 Multiple Choice out of 1 points
In the ___________, a firm faces a trade-off between high market share and high
current profit.
Given Answer: c. growth stage
Correct Answer: c. growth stage
Question 65 Multiple Choice out of 1 points
After idea generation has occurred in the new-product development process, the next
stage is most likely to be:
Given Answer: b. idea screening.
Correct Answer: b. idea screening.
Question 66 Multiple Choice out of 1 points
The element of the compensation mix for salespeople that refers to commissions or
bonuses is the:
Given Answer: b. variable amount.
Correct Answer: b. variable amount.
Question 67 Multiple Choice out of 1 points
The first step in developing an advertising program should be to:
Given Answer: a. set advertising objectives.
Correct Answer: a. set advertising objectives.
Question 68 Multiple Choice out of 1 points
Many products that appear to be American are in fact produced or owned by foreign
companies. All of the following are foreign produced or owned EXCEPT:
Given Answer: a. Gillette razor blades.
Correct Answer: a. Gillette razor blades.
Question 69 Multiple Choice out of 1 points
_____________ is all the activities involved in selling goods or services directly to
final consumers for their personal, nonbusiness use.
Given Answer: d. Retailing
Correct Answer: d. Retailing
Question 70 Multiple Choice out of 1 points
Marketers are sometimes accused of deceptive practices that lead consumers to
believe they will get more value than they actually do. ______________ includes
practices such as falsely advertising "factory" or "wholesale" prices or a large price
reduction from a phony high retail price.
Given Answer: c. Deceptive pricing
Correct Answer: c. Deceptive pricing
Question 71 Multiple Choice out of 1 points
When one or more independent producers, wholesalers, and retailers operating as
separate businesses make up the channel of distribution, it comprises which type of
distribution channel?
Given Answer: d. conventional
Correct Answer: d. conventional
Question 72 Multiple Choice out of 1 points
________________ occurs when products become out-of-date before they actually
should need replacement.
Given Answer: d. Planned obsolescence
Correct Answer: d. Planned obsolescence
Question 73 True/False out of 1 points
A straight product extension occurs when a company creates a new product or service
for a foreign market.
Given Answer: False
Correct Answer: False
Question 74 True/False out of 1 points
Reach is a measure of how many times the average person in the target market is
exposed to the message.
Given Answer: False
Correct Answer: False
Question 75 Multiple Choice out of 1 points
As mentioned in the text, there are six distinct major steps in sales force
management. Which of the following is the first step in that process?
Given Answer: c. designing sales force strategy and structure
Correct Answer: c. designing sales force strategy and structure
Question 76 Multiple Choice out of 1 points
IBM, Kellogg cereals, and Heineken beer are all examples of companies that have
been able to sell their products around the world successfully using which of the
following international product/promotion strategies?
Given Answer: a. straight product extension
Correct Answer: a. straight product extension
Question 77 Multiple Choice out of 1 points
The use of more than one, but fewer than all, of the intermediaries who are willing to
carry the company's products is characteristic of which of the following distribution
formats?
Given Answer: c. selective distribution
Correct Answer: c. selective distribution
Question 78 True/False out of 1 points
Integrated direct marketing is a direct-marketing campaign that uses multiple
vehicles and multiple stages to improve response rates and profits.
Given Answer: True
Correct Answer: True
Question 79 Multiple Choice out of 1 points
All of the following are examples of nonstore retailing EXCEPT:
Given Answer: b. selling jewelry in a clothing store.
Correct Answer: b. selling jewelry in a clothing store.
Question 80 Multiple Choice out of 1 points
If a salesperson's position demands creative selling (such as in selling an airplane or
insurance), their position is classified as being one of a(n):
Given Answer: a. order getter.
Correct Answer: a. order getter.
Question 81 Multiple Choice out of 1 points
The typical method of retail operation used by supermarkets and nationally branded
fast-moving shopping goods is called:
Given Answer: a. self-service retailing.
Correct Answer: a. self-service retailing.
Question 82 Multiple Choice out of 1 points
The criticism of marketing for packaging decisions that add "only" psychological
value to products rather than functional value relates to which social criticism of
marketing?
Given Answer: b. high advertising and promotion costs
Correct Answer: b. high advertising and promotion costs
Question 83 True/False out of 1 points
Market fragmentation has also resulted in profit fragmentation.
Given Answer: False
Correct Answer: False
Question 84 Multiple Choice out of 1 points
________________ includes practices such as overstating the product's features or
performance, luring the customer to the store for a bargain that is out of stock, or
running rigged contests.
Given Answer: d. Deceptive cost structure
Correct Answer: a. Deceptive promotion
Question 85 Multiple Choice out of 1 points
A ____________________ is a wholesaler who does not take title to goods and
whose function is to bring buyers and sellers together and assist in negotiation.
Given Answer: b. broker
Correct Answer: b. broker
Question 86 Multiple Choice out of 1 points
Which of the following consumer-promotion tools is the most effective, but most
expensive, way to introduce a new product?
Given Answer: d. samples
Correct Answer: d. samples
Question 87 Multiple Choice out of 1 points
A company is in the ______________ stage of the new-product development process
when the company develops the product concept into a physical product in order to
assure that the product idea can be turned into a workable product.
Given Answer: a. product development
Correct Answer: a. product development
Question 88 Multiple Choice out of 1 points
The communications process should start with:
Given Answer: b. an audit of all the potential contacts target customers have with
the company and its brands.
Correct Answer: b. an audit of all the potential contacts target customers have with
the company and its brands.
Question 89 True/False out of 1 points
In product-line pricing, management must decide on the price steps to set between
the various products in the line.
Given Answer: True
Correct Answer: True
Question 90 Multiple Choice out of 1 points
The stage in the product life cycle where the strategic focus is on maximizing profit
while defending market share and pricing to match or beat the competition is called
the:
Given Answer: d. maturity stage.
Correct Answer: d. maturity stage.
Question 91 True/False out of 1 points
One of the differences between a merchant wholesaler and an agent is that the agent
takes title to the goods that are processed.
Given Answer: False
Correct Answer: False
Question 92 Multiple Choice out of 1 points
According to "Mr. Failure's Lessons for Sweet Success," all of the following would
help to prevent failure on the part of new products EXCEPT:
Given Answer: d. always be the lowest priced.
Correct Answer: d. always be the lowest priced.
Question 93 Multiple Choice out of 1 points
Traditional buyer's rights include all of the following EXCEPT:
Given Answer: a. the right to return the product within a 30-day period.
Correct Answer: a. the right to return the product within a 30-day period.
Question 94 Multiple Choice out of 1 points
When Dell Computer runs an advertisement that boosts "Superior Quality, Superior
Service, and Unbelievable Price," they are most likely using which of the following
new product pricing strategies?
Given Answer: a. market-penetration pricing
Correct Answer: a. market-penetration pricing
Question 95 Multiple Choice out of 1 points
Setting call objectives is done during which of the following stages of the selling
process?
Given Answer: b. preapproach
Correct Answer: b. preapproach
Question 96 Multiple Choice out of 1 points
If a retailer were looking for a specialized wholesaler to set up and maintain a counter
of toys, paperbacks, or health and beauty aids (retaining title to the goods until they
were sold), they would seek out a:
Given Answer: c. rack jobber.
Correct Answer: c. rack jobber.
Question 97 True/False out of 1 points
According to Mr. Failure's Lessons for Sweet Success, cherish thy brand is a secret to
success.
Given Answer: True
Correct Answer: True
Question 98 Multiple Choice out of 1 points
Introducing the new product into the market takes place in which stage of the new
product development process?
Given Answer: a. commercialization
Correct Answer: a. commercialization
Question 99 True/False out of 1 points
According to research, the best salespeople have among their characteristics the
ability to close a sale.
Given Answer: True
Correct Answer: True
Question 100 True/False out of 1 points
Public relations is often described as a marketing stepchild because of its limited and
scattered use.
Given Answer: True
Correct Answer: True
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