MCQ  I

1.  ____________________ are products bought by individuals and organizations for further processing or for use in conducting a business.

a.       Consumer products

b.       Services

c.        Industrial products

d.       Specialty products

2. More and more salespeople are being evaluated and compensated based on different measures than in the past. All of the following are illustrations of those measures EXCEPT:

a.       long-term customer satisfaction.

b.       competitive predatory pricing performance.

c.        full customer service.

d.       retention rates.

3. __________________ is quoted as saying that "everyone lives by selling something."

a.       Bill Gates

b.       Robert Louis Stevenson

c.        Arthur Miller

d.       Henry Ford

4. In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.

a.       genre

b.       style

c.        fashion

d.       fad

5. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called:

a.       barter.

b.       buy-back.

c.        Counter purchase.

d.       like-value exchange.

6. The Wheeler-Lea Act gives the Federal Trade Commission the power to regulate:

a.       interstate commerce.

b.       marketing ethics.

c.        unfair and deceptive acts or practices.

d.       competitive advertising of objective product benefits.

7. Which of the following is NOT one of the five stages of the buyer decision process?

a.       need recognition

b.       brand identification

c.        information search

d.       purchase decision

8. Traditionally, companies have defined their businesses in product terms or in technological terms. However, mission statements should be all of the following EXCEPT:

a.       market oriented.

b.       a statement of religion.

c.        motivating.

d.       based on distinctive competencies

9. All of the following are commonly recognized promotion budget formats EXCEPT:

a.       the affordable method.

b.       the percentage-of-sales method.

c.        the objective-and-task method.

d.       the LIFO method.

10. All of the following are methods by which a company can divide up its sales responsibilities EXCEPT:

a.       territorial sales force structure.

b.       psychographic trait sales force structure.

c.        product sales force structure.

d.       customer sales force structure.

11. The choice between high markups and high volume is part of which of the following retailer marketing decisions?

a.       Target market decisions

b.       Product assortment and services decisions

c.        Pricing decisions

d.       Promotion decisions

12. If advertising constantly sends out messages about materialism, sex, power, and status, which of the following categories of social criticism most closely matches this problem?

a.       Too much advertising.

b.       Too few social goods.

c.        Cultural pollution.

d.       Too much political power

13. When a marketing research organization chooses a segment of the population that represents the population as a whole, they have chosen a _______________.

a.       group

b.       bi-variant population

c.        sample

d.       market target

14. Costs that do not vary with production or sales levels are called:

a.       fixed costs.

b.       variable costs.

c.        standard costs.

d.       independent costs.

15. 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.

a.       Deceptive promotion

b.       Deceptive packaging

c.        Deceptive pricing

d.       Deceptive cost structure

16. One of the most promising developments in multivariable segmentation is called _________________ where a host of demographic and socioeconomic factors are used.

a.       terragraphic segmentation

b.       fermagraphic segmentation

c.        geothermy segmentation

d.       geodemographic segmentation

17. Each salesperson is assigned to an exclusive area in which to sell the company's full line of products or services in which type of salesforce structure?

a.       Territorial sales force.

b.       Product sales force.

c.        Customer sales force.

d.       Hybrid sales force

18. The practice of going after a large share of a smaller market or subsets of a few markets is called:

a.       undifferentiated marketing.

b.       differentiated marketing.

c.        concentrated marketing.

d.       turbo marketing.

19. If Mark Mars pays Hershey Foods Corporation for the right to use their name on his line of T-shirts, then Mr. Mars is using which type of branding?

a.       Licensed brand

b.       Manufacturer's brand

c.        Private brand

d.       Co-brand

20. One common misuse of marketing research findings in contemporary business is the tendency for marketing research to:

a.       become a vehicle for pitching the sponsor's products.

b.       become a vehicle for discriminating in the marketplace.

c.        become a means for raising prices.

d.       become a means for unfair competition.

21. A ____________________ is the way consumers perceive an actual or potential product.

a.       product idea

b.       product image

c.        product concept

d.       product feature

22. ________________ is a philosophy holding that a company's marketing should support the best long-run performance of the marketing system.

a.       Enlightened marketing

b.       Myopic marketing

c.        Fundamental marketing

d.       Conceptual marketing

23. In an example discussed in your text, Johnson & Johnson's recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy?

a.       The marketing concept.

b.       The product concept.

c.        The selling concept.

d.       The societal marketing concept.

24. Even though buying roles in the family change constantly, the ___________ has traditionally been the main purchasing agent for the family.

a.       wife

b.       husband

c.        teenage children

d.       grandparent

25. A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user is called a(n):

a.       retailer.

b.       wholesaler.

c.        distribution channel.

d.       logistics.

26. A manufacturer has four sponsorship options. A _________________ is a brand created and owned by a reseller of a product or service.

a.       licensed brand

b.       manufacturer's brand

c.        private brand

d.       co-brand

27. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies?

a.       Product extensions

b.       Line extensions

c.        Brand extensions

d.       New brands

28. If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?

a.       Advertising

b.       Personal selling

c.        Public relations

d.       Sales promotion

29. A child in the United States is normally exposed to all of the following values EXCEPT:

a.       achievement and success.

b.       activity and involvement.

c.        material comfort.

d.       collectivism.

30. Setting call objectives is done during which of the following stages of the selling process?

a.       Prospecting

b.       Pre-approach

c.        Approach

d.       Handling objections