Marketing Final Exam

When a new product is introduced, people in the target market move through the adoption process at different rates. True False

True

Do marketers try to influence how consumers position products during perceptual mapping? No Yes

Yes

Marketers' ability to obtain digital information is referred to as a.accessibility. b.addressability. c. interactivity. d. connectivity.

a. accessibility

Step 4 of developing an advertising campaign is determining the _____________ which is the total amount of money a marketer allocates for advertising for a specific time period. a. advertising appropriation. b. marketing budget. c. advertising accumulation. d. finances for advertising.

a. advertising appropriation.

A product mix is best described as a. all products offered by a firm. b. product, distribution, promotion, and price. c. all products of a particular type. d. many products sold by one firm.

a. all products offered by a firm

After a target market is selected for a product, the company has to consider how to _______ it. a. design b. support c. position d. classify

c. position

____ are free online publicity that helps the company. a. negative customer reviews b. company websites c. positive customer reviews c. anti-company wikis

c. positive customer reviews

Advertising is a paid form of communication. True False

True

Business organizations as well as many nonbusiness organizations, like the government, churches and charities, use advertising to communicate with stakeholders. True False

True

Functional modifications usually require that the product be redesigned. True False

True

Digital advertising is expected to account for 74% of ad revenue within the next few years. Digital advertising is also called ______ advertising. a. native b. content c. sponsored d. banner

a. native

Which of the following is the most commonly used type of publicity-based public relations tool? a. News release b. Feature article c. Press conference d. Captioned photograph

a. news release

Today's marketers need to approach their jobs differently than traditional marketers due to digital media True False

True

A measure of sensitivity of demand in relation to changes in price is a. a demand curve. b. marginal analysis. c. price elasticity of demand. d. quantity elasticity.

c. price elasticity of demand.

A long distribution channel might actually be the most efficient channel for some goods. True False

True

All consumer buying decisions include all five steps. True False

False

Buying behavior is the decision processes and acts of people who are involved in only the buying of products, services and ideas. True False

False

It is possible to maximize resources and minimize costs even without monitoring and evaluating digital media. True False

False

Marketing channel decisions do not have a strong influence on the other elements of the marketing mix (product, pricing and promotion). True False

False

Most companies in the United States routinely monitor consumers' postings online to gather information. True False

False

Paper, pencils, cleaning supplies and paint are examples of _________. a. MRO Supplies b. Component Parts c. Process Materials d. Accessory Equipment

a. MRO supplies

What is a primary difference between an industrial distributor and a manufacturers' agent? a. A manufacturers' agent does not acquire title nor usually take possession of the products whereas an industrial distributor does. b. A manufacturers' agent is employed by the manufacturers while an industrial distributor is independent. c. An industrial distributor is employed by the manufacturers while a manufacturers' agent is independent. d. A manufacturers' agent rarely adds any value to the marketing channel while an industrial distributor reduces costs significantly

a. A manufacturers' agent does not acquire title nor usually take possession of the products whereas an industrial distributor does.

Which of the following is the largest analytics platform used by companies? a. Google Analytics b. Salesforce c. Oracle d. Buffer

a. Google analytics

During the internal search, buyers first search their ______ for information about products that might solve the problem. a. memories b. closet c. publications d. websites

a. memories

One of the biggest mistakes a marketer can make when engaging in digital marketing is to a. treat it like a traditional marketing channel. b. focus on competitors' digital marketing efforts. c. fail to devote sufficient resources to it. d. focus on technology.

a. treat it like a traditional marketing channel.

The definition of a retailer is best characterized as an organization that purchases products in order to resell them to a. ultimate consumers. b. other retail organizations. c. the government. d. wholesalers

a. ultimate consumers.

The media planner's primary goal is to a. reach everyone in the target market. b. reach the largest number of people in the advertising target that the budget will allow. c. spend as little as possible d. .use as many media as possible.

b. reach the largest number of people in the advertising target that the budget will allow.

In a simple economy of five producers and five consumers, there would be ____ transactions possible without an intermediary and ____ transactions possible with one intermediary. a. 10; 25 b. 30; 10 c. 25; 10 d. 16; 8

c. 25; 10

The actual act of purchasing a product, service or idea is the ___ step in the consumer buying decision process. a. 2nd b. 3rd c. 4th d. 5th

c. 4th

If a product at your company is no longer profitable and losses are too high to prolong the product's life, which product deletion action would be most appropriate? a. Phase-out b. run-out c. immediate drop d. clearance

c. immediate drop

Perceptual mapping happens a. through advertising b. throughout marketing research c. in the minds of the buyers d. after the consumer is aware of the product

c. in the minds of the buyers

Which of the following equations shows the relationship between price and profit? a. Total Variable Costs + Total Fixed Costs = Sales − Profit b. Price = Profit per Item × Number of Units Sold c. (Price − Profits) × Total Costs = Sales d. (Price × Quantity Sold) − Total Costs = Profits

d. (Price × Quantity Sold) − Total Costs = Profits

Although 80% of clients are willing to give referrals, __ are ever asked. a. 80% b. 60% c. 40% d. 20%

d. 20%

The consumer buying decision process (B2C) includes ___ steps. a. 2 b. 3 c. 4 d. 5

d. 5

An advertising campaign usually consists of _____ steps although the exact number and order of them may change according to the company's resources, the nature of its product, and the type of target audience to be reached. a. 5 b. 6 c. 7 d. 8

d. 8

Which of the following types of brands ensures that producers are identified with their products and requires a producer to become involved in distribution, promotion and pricing? a. Manufacturer brands b. Private distributor brands c. Generic brands d. Store brands

a. Manufacturer brands

A haircut is an example of which type of marketing channel? a. Producer - Consumer b. Producer - Retailer - Consumer c. Producer - Wholesaler - Retailer - Consumer d. Producer - Agent/Broker - Wholesaler - Retailer - Consumer

a. Producer - Consumer

Which of the following logistics functions involves design and operation of facilities for storing goods? a. Warehousing b. Order processing c. Materials handling d. Inventory management

a. Warehousing

Why should a benchmark statement be included in advertising objectives? a. Without a reference point, it is difficult to determine to what degree objectives have been accomplished. b. Objectives become more easily attainable when such a statement is included. c. It gives an indication of how the advertising message is best presented. d. Shareholders want to see where a company is in relation to competition.

a. Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

A product line is a. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. b. products that an organization makes available to consumers. c. a specific group of products that are offered to the market. d. products that are sold by the same firm or a division of a firm

a. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.

Which stage in the product adoption process is when the buyer learns that the product exists? a.Awareness b. Interest c. Evaluation d. Trial e. Adoption

a. awareness

When one company has the ability to influence another member's goal achievement such as when Iams (a pet product producer) forces a grocery chain to place all of its pet products in the store's most favorable locations, the Iams company has a. channel power b. marketing leadership c. a channel captain d. channel authority

a. channel power

When a soft drink company directly names its rival brand and advertises that its products win in national taste tests against that brand, it is using ______ advertising. a.comparative b. pioneer c. selective d. defensive

a. comparative

In which phase of new-product development is a small sample of potential buyers presented with a product idea to see what their initial reactions are? a. Concept testing b. Business analysis c. Product development d. Commercialization

a. concept testing

__________ is the process through which a person acquires the knowledge and skills to function as a consumer. Often, children get this knowledge by observing parents and older siblings in purchase situations. a. consumer socialization b. personality c. role identification d. social class

a. consumer socialization

The main objective of logistics should be to a. decrease costs while increasing customer satisfaction. b. increase service and market coverage. c. increase market coverage and channel power d. balance costs and market coverage.

a. decrease costs while increasing customer satisfaction.

When it comes to the product piece of the marketing mix, digital media has enabled companies to do all of the following except ________. a. delete negative feedback b. add a service dimension to traditional products c. create new products d. develop better products

a. delete negative feedback

A large retail organization that is distinctly service-oriented and has areas for men's apparel, women's apparel, housewares, jewelry and cosmetics is most likely a a. department store b. niche retailer c. specialty retailer d. superstore

a. department store

One type of product modification is a quality modification. These are changes that relate to a. dependability and durability. b. effectiveness and versatility. c. price and availability. d. reliability and value.

a. dependability and durability.

When looking at how a product is conceived, planned, produced and even the physical appearance and specific characteristics of the product, we're talking about a. design, styling, and features. b. level and consistency of quality. c. ability to meet customer service needs. d. positioning

a. design, styling, and features.

____ uses the internet, mobile, and interactive channels to develop communication and exchanges with customers. a. Digital marketing b. Digital media c. Electronic marketing d. E-marketing

a. digital marketing

A marketing channel is defined as a group of individuals and organizations that a. directs the flow of products from producers to customers. b. links producers to other marketing intermediaries. c. takes title to products and resells them. d. manages transportation and warehousing functions.

a. directs the flow of products from producers to customers.

For most products in the United States, the demand curve is usually a. downward sloping to the right. b. completely horizontal. c. C-shaped. d. upward sloping to the right.

a. downward sloping to the right.

When a product's performance characteristics are at least equal to those of competitive brands and the price is lower, marketers will use ________ positioning. a. head-to-head b. competitive avoidance c. distibutive d. substantive

a. head-to-head

A product is a good, a service, or a(n) ____ a. idea b. tangible c. contest d. package

a. idea

Step 1 of developing an advertising campaign is to identify and analyze the target audience. The target audience is the a. people toward whom the advertisements are directed. b. information base on which to develop the campaign. c. geographic distribution of persons. d. overall goal of the advertising campaign

a. people toward whom the advertisements are directed.

Marketing channels create four types of utility for consumers including a. place, time, possession, and form. b. location, form, availability, and suitability. c. form, time, location, and promotion. d. position, price, possession, and place.

a. place, time, possession, and form.

When a marketer emphasizes price as an issue and matches or beats the competitor's prices, they are using a. price competition. b. nonprice competition. c. comparative pricing strategies. d. demand-based pricing.

a. price competition.

What are three aspects of product differentiation that companies have to consider when creating and offering products for sale? a. product quality, product design and features, and product support services. b. product quality, product support services, and packaging. c. product support services, product design and features, and product positioning. d. product positioning, product quality, and product management.

a. product quality, product design and features, and product support services.

Place utility is something that customers receive when a. products are available in locations where consumers want to buy them. b. they make purchases with credit and debit cards. c. they can stock up on products they need but not use them right away. d. retailers remain open 24 hours a day.

a. products are available in locations where consumers want to buy them.

Which of the following levels of brand loyalty is the weakest? a. recognition b. insistence c. equity d. trial

a. recognition

When a person purchases organic produce using a channel with just one intermediary, that intermediary is classified as a a. wholesaler b. retailer c. broker d. producer

b. retailer

When a buyer is willing to spend much time comparing stores and brands for differences in prices, product features, and services are called a.shopping b. specialty c. convenience d. unsought

a. shopping

When Connor's iPhone took a dive into the lake, this predicament caused her to have ________ involvement since she used her phone for work a. situational b. enduring c. extended d. impulse

a. situational

Off-price retailers and category killers are both a. specialty retailers. b. discount stores. c. general merchandisers. d. department stores.

a. specialty retailers.

Which kind of general-merchandise retailer is usually located in huge, low-cost buildings and maintains large, on-premises inventories, but offers minimal services? a. warehouse showroom b. catalog showroom c. superstore d. department store

a. warehouse showroom

Marginal analysis is a. what happens to a firm's costs and revenues when production is changed by one unit. b. what happens to a firm's revenues when one more product is sold. c. what happens to a firm's costs when one more unit is produced. d. the difference between marginal revenue and total revenue.

a. what happens to a firm's costs and revenues when production is changed by one unit.

When should a salesperson handle objections? a. when they arise b. when the salesperson begins the trial close c. when the sales presentation is approximately half completed d. when the customer appears to be unhappy or agitated

a. when they arise

One company markets such diverse products as Old El Paso Mexican foods, Yoplait yogurt products, and Blue Buffalo pet foods. These various offerings exhibit this firm's product mix a. width. b. depth. c. length. d. volume

a. width

If Southeast Tech runs a series of ads on how friendly and helpful its faculty, staff and students are as well its outstanding its programs in order to create a more favorable view of a college as a whole in the eyes of various stakeholders. this is called ____ advertising. a.institutional b. product c. organizational d. pioneer

a.institutional

If the product price is $100, average variable cost $40 per unit, and the total fixed costs are $120,000, what is the breakeven point? a. 500 units b. 2,000 units c. 1,200 units d. 300 units

b. 2,000 units

How many types of product modifications are there? a. 2 b. 3 c. 4 d. 5

b. 3

Which of the following is NOT a reason a company needs to understand consumer buying behavior? a. customer's reactions to marketing strategy can impact the firm's success b. all customers are the same when it comes to buying behavior c. a firm should create a marketing mix that satisfies customers d. the marketing concept stresses that a firm should know its customers.

b. All customers are the same when it comes to buying behavior

What links producers to consumers through the purchase and reselling of products or contractual agreements? a. Distributors b. Marketing intermediaries c. Suppliers d. Marketing channels

b. Marketing intermediaries

Which of the following is the physical handling of tangible goods, supplies and resources? a. Inventory management b. Materials handling c. Transportation d. Order processing

b. Materials handling

In which stage of the new-product development process is a prototype developed? a. Test marketing b. Product development c. Screening d. Concept testing

b. Product development

Which part of a brand can be spoken such as letters, numbers, and words? a. brand mark b. brand name c. trade name d. trademark

b. brand name

Products fall into one of two general categories. Consumer products and ________ products. a. customer b. business c. service d. intangible

b. business

Products are classified as being business or consumer products according to the a. number of buyers involved in the decision. b. buyer's intended use of the product. c. seller's intended use of the product. d. types of outlets from which they are purchased.

b. buyer's intended use of the product.

Routinized response behavior is what a consumer does when a. purchasing an unfamiliar product. b. buying frequently purchased, low-cost items. c. an information search is extensive and may involve consulting with friends and family. d. buying products that require a moderate amount of time for information gathering and deliberation

b. buying frequently purchased, low-cost items

Secondary-use packaging a. can be used as a promotional tool. b. can be reused for purposes other than its initial use. c. facilitates transportation, storage, and handling for middlemen. d. is recyclable and environmentally safe.

b. can be reused for purposes other than its initial use.

Petco, PetSmart, Best Buy, Barnes & Noble, Staples and Lowe's are all considered ____________ because they take business away from smaller, higher-cost retail outlets. a. traditional specialty retailers b. category killers c. off-price retailers d. discount retailers

b. category killers

Why are retailers adding online shopping, websites and apps to the shopping experience? a. international retailers are increasing competition b. changing consumer demographics and preferences c. consumers are tired of shopping in physical stores d. physical store locations are too expensive to operate

b. changing consumer demographics and preferences

After purchasing a new Lexus, Brandon sees an Infinity pass by on the street and begins to wonder if he made the right choice. Brandon is experiencing a. problem recognition b. cognitive dissonance c. internal search d. alternative evaluation

b. cognitive dissonance

What is a disadvantage of test marketing a new product? a. the product is distributed on a regional basis. b. competitors may copy the product. c. the results give little indication of the product's future success. d. it might fail before it can be commercialized

b. competitors may copy the product.

What is the focus of public relations? a. boosting product sales. b. enhancing the image of the total organization. c. reaching the firm's target market d.improving employee morale.

b. enhancing the image of the total organization.

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her a. framing characteristics b. evaluative criteria c. consideration set d. service characteristics

b. evaluative criteria

An effective supply chain includes a. producers, wholesalers, and retailers b. everything from raw materials to the end customer c. firms that are upstream in the supply chain d. firms that are downstream in the supply chain

b. everything from raw materials to the end customer

Another name for a consideration set is a(n) ____ set. a. awareness b. evoked c. framing d. intert

b. evoked

When each of company's products is branded with at least part of the same name, such as Ford Mustang, Ford F-150, and Ford Explorer, _______ branding is being used. a. individual b. family c. selective d. co-branding

b. family

Price competition gives marketers a. control. b. flexibility. c. credibility. d. brand loyalty.

b. flexibility

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's a. self-concept. b. lifestyle. c. personality. d. attitudes.

b. lifestyle

When a company sells 1,000 units of a product and then increases it to 1,001 units sold, total revenue rises by $25. The $25 is the company's a. average revenue. b. marginal revenue. c. average variable revenue. d. average total cost

b. marginal revenue.

How do marketers find out what customers want in product design and features as well as what they can afford? a. online data b. market research c. customer support d. consumer reports

b. market research

Marketers must listen and track digital media in order to develop _______. a. market share b. metrics c. reach d. engagement

b. metrics

Of all the elements of the marketing mix (the four P's), price is considered to be the a. least flexible. b. most flexible. c. first to be decided. d. most difficult.

b. most flexible

Many retailers use multiple distribution channels in addition to their physical stores with websites, catalogs, and apps where consumers can research products and make purchases. This is called a. multimedia retailing. b. multichannel retailing. c. dual distribution. d. multi-wholesaling.

b. multichannel retailing.

What is it called when retailers offer a seamless experience on mobile, desktop or traditional retail spaces? a. multi channel b. omni channel c. mega channel d. mixed media

b. omni channel

When it comes to the _______ variable of the marketing mix, it relates to the perceptions of value and is the most flexible element of the marketing mix. a. product b. price c. distribution (place) d. promotion

b. price

Trader Joe's sells primarily Trader Joe's-labeled grocery products in its retail stores. The Trader Joe's brand is not sold in any other outlet. Trader Joe's is a ____ brand. a. generic b. private distributor c. manufacturer d. distribution

b. private distributor

Which of the following consumer decision-making processes will probably be used in purchasing toothpaste? a. extended decision making b. routinized response behavior c. intensive decision making d. limited decision making

b. routinized response behavior

Perception is a three-step process that involves a. motivation, personality, and attitudes. b. selecting, organizing, and interpreting information inputs. c. classifying, recording, and eliminating information received through the senses. d. anticipating, classifying, and discarding information inputs.

b. selecting, organizing, and interpreting information inputs.

Tami wants to buy an airline ticket to visit her friend. She looks at different websites to compare prices and customer reviews. This is an example of which type of product? a. Convenience b. Shopping c. Specialty d. Unsought

b. shopping

When using _________ advertising, companies must not misrepresent the qualities or characteristics of the competing products they mention in their ads. a. competitive b. pioneer c. comparative d. repetitive

c. comparative

Which of the following is NOT a benefit of branding? a. Branding indicates a quality level and image to the customer b. Branding reduces a buyer's perceived risk. c. Branding reduces a company's promotional efforts. d. Brands are identifiers that make repeat purchases easy

c. Branding reduces a company's promotional efforts.

When are marketers least likely to change a product's design, style, or other attributes? a. Introduction b. Maturity c. Decline d. Growth

c. Decline

Which consumers are those that adopt products just prior to the average person? a. Innovators b. Early Adopters c. Early Majority d. Late Majority e. Laggards

c. Early Majority

There are three groups of influences that affect the consumer buying decision process. Which of the following is NOT a category of influences? a. Situational b. Psychological c. Emotional d. Social

c. Emotional

When Max goes to the first class of his Operations Management course, he finds out that in addition to the textbook he already purchased, he also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Max? a. Purchase b. Evaluation of alternatives c. Problem recognition d. Information search

c. Problem recognition

Consumer products typically take which type of marketing channel? a. Producer - Consumer b. Producer - Retailer - Consumer c. Producer - Wholesaler - Retailer - Consumer d. Producer - Agent/Broker - Wholesaler - Retailer - Consumer

c. Producer - Wholesaler - Retailer - Consumer

Which of the following involves building mutually beneficial long-term associations with a business customer through regular communications over prolonged periods of time? a. Inside selling b. Missionary selling c. Relationship selling d. Team selling

c. Relationship selling

When a company begins to offer school chairs in new colors that coordinate with the interiors of schools, this is considered a ________ modification. a. functional b. quality c. aesthetic d. extension

c. aesthetic

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. Accessibility b. Addressability c. Control d. Connectivity

c. control

A store that is usually open 24 hours a day and 7 days a week that stocks convenience items such as soft drinks, snacks, newspapers and gasoline are classified as which kind of retailer? a. supermarkets b. discount stores c. convenience stores d. specialty stores

c. convenience stores

Overall channel goals and individual channel member goals CANNOT be achieved without a. conflict b. captains c. cooperation d. leadership

c. cooperation

What should be the focus of supply chain management? a. convenience b. cost reduction c. customer satisfaction d. quality

c. customer satisfaction

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of a. width of product mix. b. product mix consistency. c. depth of product mix. d. a market mix.

c. depth of product mix

When looking at the definition of quality, the term "as expected" is very important! Why? a. marketers try to make customers think differently b. people don't always know what quality means quality means c. different things to different people d. quality isn't important to marketers

c. different things to different people

When a product goes directly from the producer to the customer, it's called a ________ marketing channel. a. distribution b. indirect c. direct d. intermediary

c. direct

Which of the following is NOT one of the steps in developing new products? a. idea generation b. screening c. evaluation of competition d. concept testing e. business analysis f. product development g. commercialization

c. evaluation of competition

The first element of a total product is the core product. This includes the product's _________ such as a snow blower's ability to throw snow away from your driveway. a. added value or attributes b. symbolic meaning c. fundamental utility d. experiential elements

c. fundamental utility

When it comes to laws that govern distribution in the United States, they are based on the principle that competition and free trade are ________. a. consistent b. restricting c. good d. controlled

c. good

The key to success in retailing is to a. have a multichannel strategy. b. carry wide and deep product mixes. c. have a strong customer focus. d. expand to international markets.

c. have a strong customer focus.

In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called a. selective inputs. b. olfactory receptors. c. information inputs. d. perceptual motives.

c. information inputs

Many companies use more than one marketing channel to distribute their products to the same target market, this is called a. multiple channeling. b. strategic channel alliance. c. multichannel distribution. d. intensive distribution.

c. multichannel distribution.

When a marketer emphasizes distinctive product features to set itself apart from competitors, instead of price, they are practicing a. product competition. b. brand differentiation. c. nonprice competition. d. price competition.

c. nonprice competition.

Which kind of retailer offers limited lines of national-brand and designer merchandise that are bought at below-wholesale prices and resold at deep discounts? a. department stores b. category killers c. off-price retailers d. discount retailers

c. off-price retailers

Multichannel retailing is growing, especially _________ retailing which most retailers view as vital to their business. a. discount b. warehouse c. online d. specialty

c. online

Unlike general-merchandise retailers, ________ retailers offer fewer product lines, but very deep product lines. a. mass merchandisers b. supermarkets c. specialty retailers d. warehouse showrooms

c. specialty retailers

A product item is a. component of a marketing mix. b. particular brand. c. specific version of a product. d. specific characteristic of a product.

c. specific version of a product

How do marketers attempt to influence and shape consumers' perceptions of products? a. Through market research b. Through customer service c. Through advertising d. Through product design

c. through advertising

What can help all channel members make better marketing strategy decisions that develop and sustain desirable customer relationships? a. Operations Management b. Logistics Management c. Supply Chain Management d. Customer Relationship Management

d. Customer Relationship Management

________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. a. Strategic performance indicators b. Hashtags c. Google Analytics d. Key performance indicators

d. Key performance indicators

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. Advertising b. Selling c. A press strategy d. Public relations

d. Public relations

Which of the following products would most likely use exclusive distribution? a. canned beans b. television c. bananas d. Rolls Royce automobile

d. Rolls Royce automobile

Which of the following is true of a trademark? a. It's the level of quality of a product based on its legally protected rights. b. It's the full and legal name of an organization. c. A product was manufactured by a particular company. d. The owner has exclusive use of a brand and others are prohibited from using it

d. The owner has exclusive use of a brand and others are prohibited from using it

When a personal salesperson is conducting the presentation, which of the following is NOT true? a. The salesperson should involve the customer by having him or her hold, touch, or use the product. b. The salesperson should not only talk but also listen to the customer. c. The salesperson must spark interest in the product. d. The salesperson should focus on anticipating questions and answering them before they're asked.

d. The salesperson should focus on anticipating questions and answering them before they're asked.

When a product is first introduced, marketers try to position it so that it a. appears to have the same design that the target market desires. b. appears to have a lower price than the competing brands c. appears to have more quality than the competing brands. d. appears to have the characteristics that the target market desires.

d. appears to have the characteristics that the target market desires.

Reference groups consist of three major types. They are: a. membership, aspirational, and advocacy. b. advocacy, avoidance, and approach. c. actual, implied, and desired. d. aspirational, dissociative, and membership.

d. aspirational, dissociative, and membership.

At which stage of the new-product development process is where a company does a break-even analysis to see how many units they need to sell to begin making a profit? a. Product development b. Screening c. Commercialization d. Business analysis

d. business analysis

What is it called when a product tries to capitalize on the brand equity of two separate brands? a. dual-branding b. brand extension c. partnerships d. co-branding

d. co-branding

One of the most important benefits of e-marketing is the ability of marketers and a. vendors to share resources. b. government regulators to share information. c. competitors to share information. d. customers to share information

d. customers to share information

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. share. c. association. d. equity.

d. equity

What are the three levels of intensity that a company can choose from to distribute its products? a. vertical and horizontal b. selective, cooperative, and conflicting c. cooperative, conflicting, and integrated d. exclusive, selective, and intensive

d. exclusive, selective, and intensive

Step 7 of developing an advertising campaign is __________ it which requires extensive planning and coordination as well as making corrections when necessary. a. evaluating b. planning c. appropriating d. executing

d. executing

A large number of customers who stop buying products do so not because they're dissatisfied but because which step of the personal selling process was left out? a.preapproach b. approach c. presentation d. follow-up

d. follow-up

A retail establishment that offers a variety of product lines that are stocked in significant depth is best classified as a a. warehouse club. b. specialty retailer. c. limited-line retailer. d. general-merchandise retailer.

d. general-merchandise retailer.

The four major stages of a product life cycle include a. prosperity, recession, depression, and recovery. b. specialty, convenience, shopping, and unsought goods. c. decline, stabilization, exposure, and growth. d. introduction, growth, maturity, and decline

d. introduction, growth, maturity, and decline

An idea is also considered a product. An idea can be a concept, philosophy, image or ____ a. service b. good c. brand d. issue

d. issue

Claire is beginning to wonder if she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Claire's doubt whether she made the right decision occurs during the ___________ of the buying decision process a. cognitive dissonance phase b. purchase phase c. evaluation of alternatives phase d. postpurchase evaluation phase

d. postpurchase evaluation phase

In which step of the personal selling process does a salesperson find and analyze information about the prospect's specific product needs, current use of and feeling about brands, and personal characteristics? a. prospecting b. approach c. presentation d. preapproach

d. preapproach

When a company makes decisions in order to create and maintain a certain concept of their product, relative to its competitors, in the minds of the customers, it is called a. perceptual mapping. b. repositioning. c. product development. d. product positioning.

d. product positioning.

Which of the following is NOT a public relations tool? a. Feature article b. News release c. Annual report d. Product sample

d. product sample

Repositioning can happen by physically changing the product, its price, or its distribution. However, marketers can also reposition a product by a. deleting the product b. adding support services c. changing its design d. promotional efforts

d. promotional efforts

Which of the following is a qualitative metric? a. Page Visits b. New Subscribers c. Repeat Visits d. Sentiment

d. sentiment

The four types of consumer products are: convenience products, shopping products, _______ products and unsought products. a. door-to-door b. business c. family d. specialty

d. specialty

When it comes to the promotion piece of the marketing mix, marketers are finding all of the following to be true except a. increased brand exposure b. improved value of their products c. more opportunities for business-to-business promotions d. steady consumer consumption patterns

d. steady consumer consumption patterns

Distribution channels are the _______ flexible component of the marketing mix (the 4 P's). most least

least

Which of the following distribution channels is the most common for business products? a. Producer - Organizational Buyers b. Producer - Industrial Distributors - Organizational Buyers c. Producer - Agents - Organizational Buyers d. Producer - Agents - Industrial Distributors - Organizational Buyers

a. Producer - Organizational Buyers

If a product is struggling in the marketplace, but it looks as though it still has some strength left that can be exploited, what product deletion action would the company take? a. Reduce the price and implement a run-out strategy. b. Increase the price and implement a run-out strategy. c. Increase the marketing for the product and gradually phase it out. d. Immediately drop the product

a. Reduce the price and implement a run-out strategy.

Convenience products are usually a. inexpensive and purchased frequently b. inexpensive and purchased occasionally c. expensive and purchased frequently d. expensive and purchased occasionally

a. inexpensive and purchased frequently

Which level of intensity would convenience products usually be distributed? a. intensive distribution. b. exclusive distribution. c. selective distribution. d. digital distribution.

a. intensive distribution.

The three most widely recognized types of consumer decision making are a. limited problem solving, extended problem solving, and routinized response behavior. b. extended problem solving, enduring problem solving, and situational decision making. c. planned problem solving, impulse buying, and limited decision making. d. internal problem solving, external problem solving, situational behavior.

a. limited problem solving, extended problem solving, and routinized response behavior

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called a. motives b. lifestyles c. perceptions d. attitudes

a. motives

If a wholesaler is eliminated from a marketing channel, it will a. not eliminate the functions performed by that wholesaler. b. cut costs and lower prices. c. eliminate the functions performed by that wholesaler. d. lead to lower costs but higher prices.

a. not eliminate the functions performed by that wholesaler.

Stores that were primarily catalog retailers in the past are now primarily _________ retailers. a. online b. specialty c. warehouse d. limited-line

a. online

After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual a.organization. b. attention. c. retention. d. interpretation.

a. organization

In which kind of retail store do consumers make the majority of all their grocery purchases? a. supermarkets b. convenience stores c. superstores d. hypermarkets

a. supermarkets

What is the difference between a line extension and a product modification? a. A product modification results in a completely new product while a line extension is simply changing an old product. b. With product modifications, the original product is replaced in the product line while both the old and the new products remain in the case of line extension. c. Line extensions are strictly aesthetic changes to an existing product whereas product modifications consist of changes in quality and functionality. d. Line extensions are designed to better meet the needs of the existing market segment while product modifications target entirely new segments of the market

b. With product modifications, the original product is replaced in the product line while both the old and the new products remain in the case of line extension.

File cabinets, calculators and a computer are examples of a. Component Parts b. Accessory Equipment c. MRO Supplies d. Business Supplies

b. accessory equipment

The ability of a marketer to identify customers before they make a purchase is called a. connectivity. b.addressability. c. interactivity d .accessibility

b. addressability

Selective exposure refers to a. targeting only certain parts of the total market. b. admitting only certain inputs into consciousness. c. the circumstances or conditions that exist when a consumer is making a purchase decision. d. the process of selecting, organizing, and interpreting information inputs to produce meaning.

b. admitting only certain inputs into consciousness.

A specific kind of institutional advertising promotes a company's position on a public issue such as when Budweiser asks people to drink responsibly. This specific kind of institutional advertising is called _______ advertising. a. product b. advocacy c. issue d. pioneer

b. advocacy

Tami decides to continue her education and is shopping for a new laptop computer. She has narrowed the alternatives down to four different brands. These four brands make up Tami's a. awareness set b. consideration set c. framing set d. inert set

b. consideration set

Another important goal of logistics is to reduce _______ or how long it takes to complete a process. a. processing time b. cycle time c. production d. time standards

b. cycle time

Within a household, an individual may perform one or more buying-decision roles. Which role do small children play a lot? a. gatekeeper b. influencer c. decider d. buyer

b. influencer

The second step of the consumer buying decision process is the a. purchase b. information search c. evaluation of alternatives d. post purchase evaluation

b. information search

Measuring effectiveness during a campaign is usually accomplished by using a. consumer juries. b. inquiries. c. posttests. d. pretests.

b. inquiries

Facilities, factories, and production lines with very large equipment are all classified as a. accessory equipment. b installations. c. MRO facilities. d. component parts.

b. installations

Extended decision making is the type of consumer decision-making process that a. involves no conscious planning but rather a powerful and persistent urge to buy something. b. is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products. c. requires a moderate amount of time for information gathering and search. d. requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased products.

b. is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.

The main disadvantage of personal selling is that it a. is not remembered as well by customers as advertising messages are. b. is very expensive per contact. c. does not provide immediate feedback. d. is not compatible with other promotional activities.

b. is very expensive per contact.

If you are moving to college for your freshman year, and you need items like plastic containers, sheets and towels as well as personal items like shampoo, deodorant and toothpaste and something for dinner, you will most likely go to a ________ . a. discount store b.superstore c. supermarket d. department store

b. superstore

When a company's products are complex, expensive and high-tech, it usually uses a. CRM selling b. team selling c. missionary selling d. creative selling

b. team selling

If Sony and Heinz tried to co-brand a product, it probably wouldn't succeed because a. neither of these brands is very well known to consumers. b. their products are not complementary. c. this co-branding will not provide product differentiation. d. the market segment for this product is too vast

b. their products are not complementary.

The major role of marketing channels is to make products available at the right _____, at the right _____, and in the right ______. a. quality, time, value b. time, place, quantities c. quantity, value, efficiency d. effectiveness, efficiency, channel

b. time, place, quantities

Stacey is interested in joining a sorority. She starts shopping at LuLu's where all the members buy their clothes. She also asks her family for a new vehicle because all the other girls have a newer one. In these instances, Stacey is influenced by a. personality. b. a consideration set. c. a reference group. d. a knowledge base

c. a reference group

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called a. prospecting. b. preapproach. c. approach. d. making the presentation

c. approach.

Trading products is the oldest form of exchange, and is commonly known as a. credit. b. purchasing. c. barter. d. pricing.

c. barter

The symbol for Target, the red bullseye, is a a. brand symbol b. brand name c. brand mark d. trade name

c. brand mark

A general-merchandise retailer that generally accepts lower profit margins in exchange for higher sales volume is a a. department store b. warehouse showroom c. discount store d. direct marketer

c. discount store

Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local parent/teacher organization and a coach for her daughter's soccer team. The actions and activities associated with each of these positions constitute Carla's a. personality b. motives c. role d. lifestyle

c. role

If a company currently produces 2,500 products per month and decides to produce 2,501, it will incur a. more fixed costs. b. higher average fixed costs. c. fewer variable costs. d. a marginal cost

d. a marginal cost

When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in a. enduring purchase behavior b. routinized response behavior c. extended decision making d. limited decision making

d. limited decision making

Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods. a. similar; more b. higher; fewer c. higher; more d. lower; fewer

d. lower; fewer

A company that wants to include detailed information in its advertisements would most likely use a. radio. b. television. c. outdoor displays. d. magazines.

d. magazines

What is the objective of inventory management? a. having only enough supplies on hand as needed for production or resale. b. increasing stockouts. c. eliminating safety stock. d. maintaining an adequate supply of goods to satisfy customers.

d. maintaining an adequate supply of goods to satisfy customers.

During the external search, buyers search for information from all of the following except a. friends and family b. salespeople c. internet d. memory

d. memory

Consumer misbehavior would be which of the following? a. Giving a product a poor rating b. Filing a consumer complaint c. Failing to complete a customer survey form d. Shoplifting

d. shoplifting

A store that sells a very wide variety of bird feeders, wild bird food, and a large assortment other products related to backyard bird enjoyment would be best described as a. general-merchandise retailer b. limited-line wholesaler c. superstore d. single-line retailer

d. single-line retailer

Remember from the beginning of this chapter, the three major categories of influences on the consumer buying decision process are a. situational influences, demographic influences, and psychological influences. b. social influences, situational influences, and marketer-dominated influences. c. demographic influences, situational influences, and marketer-dominated influences. d. situational influences, social influences, and psychological influences.

d. situational influences, social influences, and psychological influences.

What should a company do when marginal cost equals marginal revenue? a. produce more to increase profits. b. produce less to decrease total costs. c. provide discounts to encourage purchases. d. stop producing additional units to maximize profits

d. stop producing additional units to maximize profits

The third element of a total product is its ______________ such as such as retailers who create a special, personalized shopping experience for customers. a. tangible features b. core value c. supplemental features d. symbolic or experiential benefits

d. symbolic or experiential benefits

When Kim's car was rear-ended on her way to work, the auto towing service she used would be best described as a(n) _______ product. a. shopping b. specialty c. durable d. unsought

d. unsought

Another type of product modification is a functional modification. These are changes that relate to a. price, materials, value and aesthetics b. dependability, durability, and price c. value, durability and effectiveness d. versatility, effectiveness, convenience or safety

d. versatility, effectiveness, convenience or safety

When a single channel member manages an integrated marketing channel (such as Disney who sells apparel, cookie jars, puzzles, photo albums, and other items featuring its popular characters directly through its own retail outlets) in order to achieve low-cost, effective distribution, a ________ exists. a. horizontal channel integration b. channel cooperation c. multichannel distribution d. vertical marketing system

d. vertical marketing system

Which stage of the product adoption process is when the buyer chooses the product on a trial basis? a. Awareness b. Interest c. Evaluation d. Trial e. Adoption

e. adoption

Advertising is a personal form of communication. True False

False

Most marketers depend on one-time sales to survive True False

False

Positioning decisions are made only for new products. True False

False

Product modifications and line extensions carry more risk than developing new products. True False

False

When a person enters the adoption stage, it means that the person will eventually adopt the new product. True False

False

A lot of new products that are introduced every year are actually line extensions. True False

True

Marketers can obtain more information on consumers using digital media than they ever could before. True False

True

Not all decision processes, once initiated, lead to ultimate purchase. True False

True

Only a relatively small number of product ideas are put into development due to the lengthy and expensive process True False

True

Personal selling is a paid form of personal communication. True False

True

Problem recognition occurs when a buyer becomes aware of a difference between a desired state and an actual condition. Sometimes a person may never become aware of the problem or need. True False

True

Some companies are using what consumers say online to their advantage. True False

True

There are two types of advertising, institutional advertising and product advertising. True False

True

When it comes to the distribution piece of the marketing mix, digital media has allowed marketers to do all of the following except a. increase efficiency b. decrease speed c. process orders electronically d. increase speed of communication

b. decrease speed

The second element of a total product is its ____________ such as a smart phone that features a high-resolution camera. a. supplemental features b. fundamental utility c. beneficial features d. experiential benefits

a. supplemental features

The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called a. supply chain management. b. vertical channel integration. c. horizontal integration. d. marketing channel management.

a. supply chain management.

Electronic media that function using digital codes are called a. digital marketing. b. digital media. c. electronic marketing d. .e-marketing.

b. digital media

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is a. the importance and intensity of interest in a product in a particular situation. b. the buyer's perception, motives, and abilities. c. the amount of external search that an individual puts into the decision-making process. d. the particular circumstance or environment in which consumers find themselves

a. the importance and intensity of interest in a product in a particular situation

What happens at the breakeven point? a. the money a company brings in from selling products equals the amount spent producing the products. b. the total fixed costs are exactly equal to the total variable costs. c. profits are exactly equal to the difference between revenue and total variable costs. d. the marginal revenue of a product is exactly equal to the marginal cost of producing one more unit

a. the money a company brings in from selling products equals the amount spent producing the products.

Another type of product modification is an aesthetic modification. These are changes that relate to a. the sensory appeal of a product b. dependability and durability c. price and availability d. effectiveness and durability

a. the sensory appeal of a product

Price is a. the value that is exchanged for products in a marketing transaction. b. money paid in a transaction. c. of limited interest to sellers. d. the most inflexible marketing mix decision variable.

a. the value that is exchanged for products in a marketing transaction.

If a company manufactures a product with an inelastic demand and then raises its price, a. total revenue will increase. b. quantity demanded will decrease. c. the demand will become more inelastic. d. total revenue will decrease.

a. total revenue will increase.

Which of the following is the full and legal name of the company? a. Trade Name b. Trademark c. Brand Name d. Organizational Name

a. trade name

People who purchase products, services and ideas for personal or household use and not for business purposes are called the a. ultimate customers b. end-use consumption group c. business market d. household purchasing group

a. ultimate customers

A family who has an ongoing interest in Apple products and purchases the products as soon as they enter the market is said to have ______ involvement with Apple. a. situational b. enduring c. extended d. impulse

b. enduring

When a company decides that all packages should be similar or should all feature a major design element, they are using the _______ approach. a. family extension. b. family packaging. c. overall packaging. d. package extension

b. family packaging

The maker of a product is developing a media plan that involves trying to expose its target audience to its new advertisement 6 times. This is advertising a. reach. b. frequency c. .targeting. d. repetition

b. frequency

When a company adds an automatic shut-off device on a curling iron, this is a _______ modification. a. aesthetic b. functional c. quality d. line

b. functional

A package of aluminum foil that has only a white package with black letters stating "aluminum foil" is an example of a ____ brand. a. manufacturer's b. generic c. private d. no-name

b. generic

Aggressive pricing is typical during the ____ stage of the product life cycle. a. decline b. growth c. introduction d. plateau

b. growth

Marissa goes to Target to purchase school supplies for her two children. As she is approaching the checkout counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of a. limited decision making b. impulse buying c. routinized response behavior d. addictive consumption

b. impulse buying

A total product consists of three interdependent elements: The core product, its supplemental features, and _________________. a. its competitive advantage b. its symbolic or experiential benefits c. packaging identity d. intangible benefits

b. its symbolic or experiential benefits

Products used directly in the production of a final product but that are not easily identifiable (like sugar in cookies) are categorized as a. accessory products. b. process materials. c. MRO supplies. d. component parts.

b. process materials

The internet is known as a _____ medium because users (consumers) determine which websites they view a. push b. pull c. crossover d. digital

b. pull

Situational influences consist of the following: a. product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason. b. purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood. c. social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles. d. store atmosphere, location, aromas, sounds, and lighting.

b. purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.

What term refers to the overall characteristics of a product that allow it to perform as expected in order to satisfy customer needs? a. consistency b. quality c. design d. functionality

b. quality

If a company's product has a standard demand curve similar to most products, as the price of the product increases, the a. quantity demanded increases. b. quantity demanded goes down. c. demand increases initially, and then drops. d. breakeven increases

b. quantity demanded goes down.

Marketing intermediaries can actually _______ costs of exchanges because they perform services or functions efficiently. a. increase b. reduce c. maintain

b. reduce

If Crest toothpaste advertises its newest flavor and also mentions that it has been around for 50 years as an established brand, Crest would be using ________ advertising. a. competitive b. reminder c. pioneer d. comparative

b. reminder

What is it called when a product is launched in stages instead of nationwide all at once? a. test market extension. b. rollout. c. market development. d. regional commercialization.

b. rollout

An open aggregate of people with similar social ranking is referred to as a a. reference group b. social class c. role d. subculture

b. social class

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called a. motivational influences. b. social influences c. .roles. d. cultural influences.

b. social influences

For someone who collects Major League Baseball memorabilia, the special bat that earned Sammy Sosa a seven-game suspension due to its illegal contents would be an example of a(n) _________ product. a. unsought b. specialty c. shopping d. historical

b. specialty

Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit internet activities? a. Federal Internet Commission b. Federal Communication Commission c. Federal Trade Commission d. Federal Bureau of Investigations

c. Federal Trade Commission

Which of the following is most likely to have an inelastic demand curve? a. Cruise b. Piano c. Gas d. Car

c. Gas

When a company meets with groups of young people to identify the types of snacks they want, they are in which phase of new-product development? a. Commercialization b. Product development c. Idea generation d. Business Analysis

c. Idea generation

Sam is starting his first week as a salesperson. He decides to start by developing a list of potential customers and evaluating them on the basis of their ability, willingness, and authority to purchase his product. This is called a. preapproaching. b. scouting. c. prospecting. d. screening.

c. prospecting

Which of the following is true when a company maximizes its profit? a. The breakeven point plus the adjusted marginal cost b. The point at which the firm sells its product at the highest price c. The point at which marginal cost equals marginal revenue d. The point at which marginal profits equal marginal revenue

c. The point at which marginal cost equals marginal revenue

Changing people's attitudes toward a firm and its marketing program is a. simple when advertisements are used. b. impossible, even if the firm uses advertisements. c. a long, expensive, and difficult task that may require extensive advertising campaigns. d. unnecessary, since consumer attitudes are of little importance

c. a long, expensive, and difficult task that may require extensive advertising campaigns.

Which of the following statements is an advantage of individual branding? a. the promotion of one of the company's brands will also promote the company's other brands. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor-quality product will not contaminate all of the company's other products with negative images. d. a specific brand name for each product will help the company grow during times of economic recession.

c. a poor-quality product will not contaminate all of the company's other products with negative images.

All of the decisions and activities that are involved in making products available to customers when and where they want to purchase them is the __________ element of the marketing mix. a. product b. price c. distribution (place) d. promotion

c. distribution (place)

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Digital media b. Digital orientation c. Electronic marketing d. Digital electronics

c. electronic marketing

There are three degrees of brand loyalty. Name them from strongest to weakest. a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, recognition. d. recognition, preference, insistence

c. insistence, preference, recognition.

A good can either be tangible such as a pencil or a pizza. Or a good can also be a(n) ________ service such as a haircut. It's the result of the application of human and mechanical efforts to people or objects. a. idea b. concept c. intangible d. philosophy

c. intangible

____ allows customers to express their needs and wants directly to a company in response to its marketing communications. a. Addressability b. Accessibility c. Interactivity d. Control

c. interactivity

Marketers often provide consumers with free samples, sometimes coupled with coupons, to help them gain experience with their products and facilitate consumer a. patronage motives b. attitudes c. learning d. perception

c. learning

Cole's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is most likely to use _____ for this purchase. a. routinized response behavior b. extended response behavior c. limited decision-making behavior d. intensive decision-making behavior

c. limited decision-making behavior

When Dorito's comes out with different kinds of chips such as Cool Ranch, this is an example of a. product modifications. b. functional modifications. c. line extensions. d. aesthetic modifications

c. line extensions

Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define a. wholesaling. b. retailing. c. logistics. d. channel management.

c. logistics

The third step in developing an advertising campaign is to create the advertising platform which is the selling points that the company wants to include in the campaign. The most effective method to determine what issues to include in an advertising platform is through a. campaign objectives b. target market selection c. market research d. developing products

c. market research

Step 2 of the advertising campaign is defining the advertising objectives. Objectives need to be stated using clear, precise and ___________ terms. a. guided b. vague c. measurable d. budget

c. measurable

When all competing products have basically the same quality, design and features, how can a company differentiate its products? a. offer newer products b. charge a higher price c. offer good customer service d. change the quality of the product

c. offer good customer service

The two types of product advertising are a. institutional and advocacy. b. competitive and comparative. c. pioneer and competitive. d. advocacy and competitive

c. pioneer and competitive.

The most cost-efficient way to transport crude oil from remote oil drilling sites to shipping terminals would be a. waterways b. tanker trucks c. pipelines d. railroads

c. pipelines

When the quantity demanded for a product is greater, not less, when the price is higher, the product is probably a _______ product. a. consumer b. standard c. prestige d. institutional

c. prestige

When companies engage in intense price competition, a _________ may occur. a. comparable trust b. competition sting c. price war d. decreased market share

c. price war

The second kind of advertising (other than institutional) is _________ advertising, which promotes the uses, features, and benefits of products. a. advocacy b. comparative c. product d. issue

c. product

Without wholesalers and other intermediaries, a. most products would be much less expensive because fewer companies would be handling the product. b. products would be cheaper because the functions of intermediaries would be eliminated. c. products would likely be more expensive due to the use of less efficient channel members. d. products would never be able to make it to the ultimate consumer at any price without passing through intermediaries.

c. products would likely be more expensive due to the use of less efficient channel members.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of a. frequency. b. exposure. c. reach. d. media profile index.

c. reach

Which of the following statements is true of a specialty product? a. requires minimal effort to purchase. b. is purchased frequently. c. requires purchase planning, and the buyer will usually not accept substitutes. d. is generally less expensive than other items in the same product class.

c. requires purchase planning, and the buyer will usually not accept substitutes.

In most organizations, the greatest amount of responsibility for providing customer satisfaction falls on the shoulders of a. chief executive officers. b. sales managers. c. salespeople. d. marketing directors.

c. salespeople

Shopping products, like appliances, where consumers spend more time and visit several retail outlets and websites in order to compare them are usually distributed by _______ . a. exclusive distribution b. intensive distribution c. selective distribution d. vertical distribution

c. selective distribution

A group of researches found that Irish Americans consume 63% of the portion of donuts sold in Bostin. This is an example of ____ influence on consumer buying decision processes. a. demographic b. situational c. subcultural d. social class

c. subcultural

If you are sent to the store with a list from your roommate to get a vitamins, milk, a birthday card, and a hair brush, you will most likely go to a _______ in order to make just one stop and save time. a. department store b. convenience store c. supermarket d. discount store

c. supermarket

Which of the following best describes possession utility? a. products being available in places where the customers wish to purchase them. b. having a company's products available when a customer needs them. c. the customer having access to the product to use now or store and use later. d. being able to legally own a product despite restrictions on trade.

c. the customer having access to the product to use now or store and use later.

Two trends that have caused consumer-generated information to gain importance are a. the recession and a reduction of advertising expenditures. b. globalization and the cultural trend of consumers being influenced by the "village." c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d. an increase in mobile digital technology and store brands.

c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

One of the major benefits of personal selling is that a. it does not provide immediate feedback b. it is cost effective for business-to-business sales c. the message can be adjusted to satisfy customers' information needs d. training in the sales process is not necessary

c. the message can be adjusted to satisfy customers' information needs

Procurement (sometimes called supply management) involves a. negotiating and executing transactions to buy and sell goods, materials and services b. the process of determining what materials a firm needs, where those materials come from, and how they impact marketing integrity c. the processes to obtain resources to create value through sourcing, purchasing, and recycling, including materials and information d. converting waste into reusable material

c. the processes to obtain resources to create value through sourcing, purchasing, and recycling, including materials and information

What is order processing? a. the second stage in a physical distribution system. b. the same as order handling. c. the receipt and transmission of sales order information. d. electronic processing of information

c. the receipt and transmission of sales order information.

An example of a convenience product is a. bicycle b. camera c. toilet paper d. shoes

c. toilet paper

If a company manufactures a product with an elastic demand and then raises its price, a. total revenue will increase. b. the demand will become more inelastic. c. total revenue will decrease. d. the demand schedule will shift

c. total revenue will decrease.

When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called a. order taking. b. new-business selling. c. trial closing. d. order getting.

c. trial closing

When a shopper researches a product online and then goes to the physical store to make the purchase, it is called a. tri-shopping b. roomwebbing c. webrooming d. multi-retailing

c. webrooming

Which logistics function is the most expensive? a. Warehousing b. Inventory Management c. Materials Handling d. Transportation

d. Transportation

When a car company offers buyers to test drive their vehicles, it is trying to stimulate which stage of the product adoption process? a. Awareness b. Interest c. Evaluation d. Trial e. Adoption

d. Trial

Which of the following is an advantage of nonprice competition? a. a firm can react quickly to competitive efforts. b. market share becomes less important. c. pricing is no longer a factor. d. a firm can build customer loyalty

d. a firm can build customer loyalty

Starbucks has an agreement with PepsiCo through which Pepsi distributes Starbucks' coffee drink, Frappuccino, to grocery stores and other retail outlets. This is an example of a. exclusive distribution. b. horizontal channel integration. c. a reciprocal distribution agreement. d. a strategic channel alliance.

d. a strategic channel alliance.

Which mode of transportation is the fastest but most expensive way to move products? a. railroad b. trucks c. waterways d. airplanes

d. airplanes

Step 8 of developing an advertising campaign consists of evaluating the advertising campaign's effectiveness which can be measured a. only after the campaign has been carried out completely and results have been tabulated. b. only before the campaign begins, to prevent unnecessary expenditures. c. several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. d. before, during, and after the campaign through the use of pretests, inquiries, and posttests.

d. before, during, and after the campaign through the use of pretests, inquiries, and posttests.

What is an organization called when it is a leader in a marketing channel and controls and organizes it? a. channel champion b. distribution leader c. lead distributor d. channel captain

d. channel captain

The second type of product advertising (other than pioneer advertising) is competitive advertising. The three types of competitive advertising are a. pioneer, comparative, reminder b. reminder, repetitive, reinforcement c. institutional, product, comparative d. comparative, reminder, reinforcement

d. comparative, reminder, reinforcement

When a product's performance characteristics do not differ significantly from competing brands, especially if the product has unique characteristics that are important to some buyers, marketers will use __________ positioning. a. limited b. substantive c. head-to-head d. competition avoidance

d. competition avoidance

All packaging must at a minimum a. have a design consistent with the package design of other products sold by the organization. b. clearly communicate the contents and the product's benefits. c. be tamper-proof and safe for children. d. comply with the FDA's packaging regulations.

d. comply with the FDA's packaging regulations.

Car speakers that are sold to Toyota for use in the production of a new car would be a. accessory equipment. b. process material. c. specialty item. d. component parts.

d. component parts

____ involves consumers' ability to be connected with marketers along with other consumers. a.Accessibility b. Addressability c. Interactivity d. Connectivity

d. connectivity

When a product is able to provide the same level of quality over time, it is called a. status b. variability c. longevity d. consistency

d. consistency

Which of the following will you probably NOT see in a warehouse club? a. concrete floors b. wide aisles c. low price per unit d. good customer service

d. good customer service

Online _________ is the fastest growing form of retail, especially among millennials. a. electronic retailing b. international retail c. consumer research d. grocery shopping

d. grocery shopping

When a product experiences an increase in the number of competitors, it is usually in the _____ stage of the product life cycle; however, when that competition becomes intense, it is in the ____ stage. a. introduction; maturity b. introduction; growth c. growth; decline d. growth; maturity

d. growth; maturity

When a company such as Whole Foods, buys out a small chain of organic food stores in an area in order to expand the number of its retail outlets, it is called ________ integration. a. vertical b. retail c. upstream d. horizontal

d. horizontal

Which kind of general-merchandise retailer is most likely NOT in the United States? a. department store b. superstore c. supermarket d. hypermarket

d. hypermarket

Most marketing channels are _________. a. criss-cross b. intermediaries c. direct d. indirect

d. indirect

There are specific reasons that labeling is important. Identification, promotion, ________ and legal purposes. a. marketing b. branding c. strategy d. informational

d. informational

Within the information search step of the consumer buying decision process, what two primary aspects exist? a. consideration sets and evoked sets b. personal information and nonpersonal information c. selective retention and selective distortion d. internal search and external search

d. internal search and external search

The test marketing stage a. is an extension of the screening stage. b. should come immediately after business analysis. c. prevents competitors from copying the product. d. is a sample launching of the entire marketing mix.

d. is a sample launching of the entire marketing mix.

Which of the following is appropriate for a firm engaging in different types of marketing activities to diverse customer groups? a. Product marketer b. Brand manager c. Venture team d. Market manager

d. market manager

Step 5 in developing an advertising campaign is to list the exact magazines, newspapers and television stations advertisements will appear, along with the dates and times. This is a(n) a. advertising plan. b. media audit. c. media platform. d. media plan.

d. media plan

Recognition and recall tests are posttest methods based on a. mail surveys. b. inquiries. c. preferences. d. memory.

d. memory

Step 6 of developing an advertising campaign is creating the advertising _________. a. budget b. target market c. plan d. message

d. message

During the introduction stage of a successful product, profits are usually a. at their highest point. b. negative and decreasing. c. positive and increasing. d. negative and increasing.

d. negative and increasing

An attitude is a. an internal trait that makes a person unique. b. a set of actions that a person in a particular position is supposed to perform. c. a competence in performing activities. d. one's evaluation, feelings, and behavioral tendencies toward an object or idea.

d. one's evaluation, feelings, and behavioral tendencies toward an object or idea.

_____________ includes any attempt to conduct dishonest activities online, including attempts to deceive consumers into releasing personal information. a. Racketeering b. Piracy c. Marketing fraud d. Online fraud

d. online fraud

The primary psychological influences on consumer behavior are a. attitudes, perception, retention, exposure, roles, and lifestyles.\b. attitudes, perception, social class, culture, and learning. c. perception, motives, reference groups, social class, and personality. d. perception, motives, learning, attitudes, personality, and lifestyles

d. perception, motives, learning, attitudes, personality, and lifestyles

Hereditary characteristics combined with personal experiences that together make an individual unique form one's a. self-concept. b. attitudes. c. lifestyle. d. personality.

d. personality

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic to survival are a. psychological, physiological, safety, social, and esteem. b. physiological, safety, esteem, social, and self-actualization. c. physiological, psychological, safety, social, and esteem. d. physiological, safety, social, esteem, self-actualization.

d. physiological, safety, social, esteem, self-actualization.

A kind of product advertising that speaks about a product category (such as electric vehicles) instead of a specific brand (Tesla) and may be used even before the product is available is called _________ advertising. a. competitive b. comparative c. advocacy d. pioneer

d. pioneer

After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric? a. problem recognition b. information search c. evaluation of alternatives d. purchase e. postpurchase evaluation

d. purchase

Minerals, chemicals, timber, and agricultural products are considered a. process materials. b. MRO supplies c. .accessory materials. d. raw materials

d. raw materials

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising. a. offensive b. comparative c. institutional d. reinforcement

d. reinforcement

During which phase of new-product development are the most new product ideas rejected? a. Concept testing b. Business analysis c. Product Development d. Screening

d. screening