Student Name: District: CMSrichardgardner.weebly.com/uploads/7/2/6/2/7262111/...RBT: A. Setting high...

Student Name: ______________________

Teacher: ______________________ Date: ___________

District: CMS

Assessment: 9_12 Marketing MM51 - Marketing Test 4

Description: Final Exam

Form: 501

1. What does applying the customer-orientation element of the marketing concept enable the business to do?

NCCTE.9_12.ME.MM51.1.01RBT:

A. Offer products that consumers want to buy

B. Persuade customers to buy its products

C. Provide more products than consumers need

D. Coordinate its marketing activities

2. According to the marketing concept, which option shows company commitment?


A. Leaving marketing to the marketing department

B. Teaching marketing to college marketing students

C. Setting aside funds to research what customers want

D. Pricing a product to maximize profitability per item

3. After the popularity of a product dropped, the business needed a new product to promote that would help toimprove its image. Which marketing function would come up with the new product?


A. Channel management

B. Product/Service management

C. Selling

D. Promotion

4. What does the selling function involve that makes it so important?


A. Setting high prices

B. Displaying products

C. Contacting customers

D. Obtaining feedback from vendors

5. What is the marketing function that provides information to consumers that will assist them in making adecision to purchase a good or service?


A. Pricing

B. Promotion

C. Production

D. Distribution

6. Paul's plant food is losing its popularity among his customer base. What marketing function would come upwith the improved product?


A. Channel management

B. Product/Service management

C. Selling

D. Promotion

7. By increasing awareness of the need for environmental controls, what has marketing done?


A. Made buying more convenient

B. Regulated the standard of living

C. Improved the quality of life

D. Added usefulness to products

8. What type of duties do customer-service professionals often perform?


A. Preparing ads

B. Paying invoices

C. Handling complaints

D. Receiving shipments

9. What is at the center of all marketing activities?


A. Math

B. Technological know-how

C. Purchasing

D. Communication

10. What marketing career involves determining why customers do what they do?


A. Advertising

B. Distribution/Warehousing

C. Sales

D. Marketing research

11. Booking hotel rooms for vacationers is an example of __________ marketing.


A. feature

B. service

C. benefit

D. sports

12. Kwacky Kwackers needs a new package design for its crackers. What marketing professional would beresponsible for creating the new package?


A. Marketing research

B. Product management

C. Advertising

D. Channel management

13. What marketing career involves catching customers' attention, informing them of products and persuadingthem to buy?


A. Marketing research

B. Advertising

C. Public relations

D. Product management

14. Highway 1 Restaurant allows customers the opportunity to enter drawings in order to win a birthday cake. Customers register by providing their contact information on a card. What does entering the drawingsrepresent?


A. Tactic

B. Strategy

C. Goal

D. Trend

15. Dennis has a great idea for a new type of tennis ball that, if produced, would be better than any ballcurrently on the market. He pitches his idea to a few investors. Which of the four Ps should these investorsconsider first?


A. Product

B. Price

C. Promotion

D. Place

16. Which market segment do customers in cold climates who need snow shovels and snow blowers represent?


A. Geographic

B. Psychographic

C. Behavioral

D. Occupational

17. Manny has a new idea for a new cleanser that would decrease the time in cleaning tiled floors. He thinksthis product would be better than any cleanser currently on the market. Which of the four Ps should theseinvestors consider first?


A. Product

B. Price

C. Promotion

D. Place

18. What is the overall reason that marketing strategies are designed and implemented?


A. Improving management techniques

B. Achieving planned goals

C. Changing the image of the business

D. Increasing business profits immediately

19. A business determines that it can increase its market share 12 percent by promoting its goods and services toHispanic females who are 18 to 34 years old. How is the business segmenting the market?


A. By geographics

B. By psychographics

C. By demographics

D. By behavior

20. To promote its summer menu, Danielle's Cafe plans to e-mail a $5.00-off coupon to its regular customersnext Tuesday. The coupon will be valid from June 1 through June 15. What does use of the couponrepresent?


A. Tactic

B. Strategy

C. Goal

D. Trend

21. Which market segment do customers that prefer reasonably priced recreational activities that include avariety represent?


A. Geographic

B. Psychographic

C. Behavioral

D. Occupational

22. What type of internal report would indicate to a business that sales for a specific product have dramaticallydropped over the past three months?


A. Market demographics analysis

B. Accounts-payable summary

C. Annual income statement

D. Quarterly inventory status

23. What type of marketing data can a business obtain by reviewing its inventory reports and customers'invoices?


A. Product quality

B. Customers' credit limits

C. Customers' product preferences

D. Actual market share

24. What does a business need in order to understand why a product that has been a strong seller for a long timeis now losing popularity?


A. Marketing information

B. Sales records

C. Secondary data

D. Purchasing documents

25. What is one way that many businesses use the marketing information contained in sales reports?


A. To monitor expense accounts

B. To qualify potential new customers

C. To improve the effectiveness of salespeople

D. To develop negotiating techniques

26. XYZ Company noticed that the sales of iPads in blue have increased in sales. What can be the businessdetermine about the iPads?


A. Popular products

B. Research methods

C. Economic resources

D. Competitors' activities

27. What does continuously monitoring internal marketing information enable businesses to do?


A. Investigate competitors

B. Identify problems

C. Evaluate market share

D. Analyze economic changes

28. By monitoring its sales and its customers' buying habits, what is a business often able to identify?


A. Popular products

B. Research methods

C. Economic resources

D. Competitors' activities

29. What is one reason why an employee might write a business letter?


A. To apply for personal credit

B. To accept a social invitation

C. To communicate with friends

D. To sell goods and services

30. What is the most important component of an effective business letter?


A. Opening

B. Message

C. Address

D. Heading

31. What can salespeople do to maintain good relationships with existing customers?


A. Ask for new referrals

B. Use customers in advertisements

C. Live up to their promises

D. Send customers expensive gifts

32. What is an effective follow-up activity that salespeople can use to provide good service and develop strongrelationships with customers?


A. Asking for referrals

B. Calling to make sure the products are satisfactory

C. Explaining the company's business plan

D. Sending articles about local competitors

33. Using selling to satisfy customers' needs or desires should ensure that the salesperson and the business willboth benefit over time from


A. quick profits

B. increased returns.

C. added utility.

D. repeat business.

34. Through sales, products are transferred to consumers who can then use them. This is an example of whatrole of selling?


A. Increasing product variety

B. Promoting competition

C. Affecting employment

D. Adding utility

35. What does a salesperson need to do to be successful in selling?


A. Always attempt to sell related merchandise

B. Ask management to limit the number of brands

C. Describe the disadvantages of competing brands

D. Learn the features unique to the brands s/he sells

36. Which is a pre-sale opportunity for salespeople to provide customer service?


A. Providing ample product information

B. Shipping and delivery

C. Maintenance and repair

D. Technical assistance and support

37. George sold Sandy a new living room set. What should George do as an effective follow-up to provide goodservice and develop a strong relationship with her?


A. Asking for referrals

B. Calling to make sure the products are satisfactory

C. Explaining the company's business plan

D. Sending articles about local competitors

38. Joe is a salesperson who will sometimes forgo a sale in order to satisfy a customer's needs. Carol alwaysattempts to close a sale at all costs. Who is likely to be the more successful salesperson?


A. Joe because he is a nice person

B. Carol because Joe is too timid to close a sale

C. Joe because he will get more repeat business

D. Carol because she will make more sales

39. What is one of the purposes of having business policies?


A. To encourage customers to make frequent exchanges

B. To make sure the business's actions are consistent

C. To ensure that the business makes a profit

D. To allow employees to make decisions regarding customers

40. What are business people who fail to adapt their communication styles to appeal to their internationalclients likely to do?


A. Offend the clients

B. Earn the clients' trust

C. Impress the clients

D. Persuade the clients to buy

41. What is one of the benefits to a business of reinforcing service orientation through communication?


A. Promotes the sale of new products

B. Builds positive relationships with customers

C. Rewards customers for their support

D. Encourages employees to be aggressive

42. What should you do to demonstrate a customer-service mindset in the following situation: An iratebusiness customer yells at you because of a billing error?


A. Make sure the mistake is corrected

B. Blame the billing department

C. Get as upset as the customer

D. Call the person's supervisor to complain about the customer's attitude

43. What is a business way for employees to handle a situation in which they must obtain informationrequested by customers and call the customers back?


A. Tell the customers exactly when they will be called

B. Ask the customers when it would be convenient to call them

C. Explain how much effort will be required to get the requested information

D. Ask the customers to call back if they don't receive a call within 24 hours

44. Jami researched her international customers' buying behavior. Jami wanted to be sure she did NOT makethe common mistake to do which of the following actions?


A. Offend the clients

B. Earn the clients' trust

C. Impress the clients

D. Persuade the clients to buy

45. A customer asked you several questions about the new expandable notebooks. So that you address thecustomer's questions correctly, what should you do?


A. Spend as little time as possible answering customers' inquiries

B. Try to make a sale while you're answering each inquiry

C. Don't try to handle inquiries when you are busy with a sale

D. Make sure you clearly understand customers' inquiries

46. What should help business people adapt their communication styles to appeal to clients from othercultures?


A. Being respectful, indifferent, and honest

B. Being confident, biased, and manipulative

C. Being sensitive, transparent, and demanding

D. Being patient, flexible, and empathetic

47. What is a factor that affects a business's selection of policies to guide its operations?


A. Communication skills of employees

B. Personal preferences of management

C. Nature of the business

D. Space available to display policies

48. How do service-oriented companies often improve their levels of service?


A. By evaluating internal product development procedures

B. By requesting input through employee and customer surveys

C. By providing customers with product testimonials

D. By conducting a feasibility analysis for company expansion

49. What should employees do to maintain a customer-service mindset?


A. Listen to the words of soothing songs

B. Devote their full attention to customers

C. Maximize conversations with coworkers

D. Decide how to spend their break time

50. What is a guideline for employees to follow in handling customer inquiries?


A. Spend as little time as possible answering customers' inquiries

B. Try to make a sale while you're answering each inquiry

C. Don't try to handle inquiries when you are busy with a sale

D. Make sure you clearly understand customers' inquiries

51. Which of the following is an appropriate characteristic for a firm's selling policies:


A. Open to interpretation

B. Based on the salesperson's status

C. Enforced with reasonable firmness

D. Not subject to change

52. Why would a business develop policies to limit the amount of money that salespeople could spend takingcustomers to lunch or dinner?


A. To improve advertising

B. To expand entertainment

C. To increase salaries

D. To control expenses

53. What should a salesperson do when dealing with a customer who wants to return an unsatisfactory item?


A. Exchange the item

B. Refer the customer to the manufacturer

C. Consult the buyer

D. Follow the business's selling policies

54. What antitrust regulatory act would prevent a business from randomly offering discounts to whomever itchose?


A. Federal Trade Commission Act

B. Discount Customer Act

C. Clayton Act

D. Robinson-Patman Act

55. What is an internal factor that affects the selling policies of a business?


A. Customer requests

B. Actions of competitors

C. Financial resources

D. Government legislation

56. Which of the following is an internal factor that might have an effect on a business's selling policies:


A. Customer wants

B. Materials shortage

C. Social issues

D. Research efforts

57. What is a cost associated with customer complaints?


A. Markups on inventory

B. Additional advertising

C. Higher commissions

D. Loss of sales

58. What should you do to eliminate any misunderstandings that you or your customer might have concerningthe customer's complaint?


A. Thank the customer

B. Explain company policy

C. Restate the complaint

D. Take immediate action

59. Tammy listened carefully to a disgruntled customer, who is disappointed in the delayed delivery of severalpackages. What should Tammy do next?


A. Thank the customer

B. Explain customer policy

C. Restate the complaint

D. Take immediate action

60. Are noncomplainers a more difficult problem for businesses than complainers?


A. Yes, because records of the complaints cannot be maintained

B. Yes, because the salesperson does not have an opportunity to handle the complaint.

C. No, because noncomplainers do not express ill feelings

D. No, because the salesperson can satisfy the noncomplainer within company guidelines

61. What should salespeople do when they must cope with customers who are being disagreeable?


A. Speed up the sale to minimize opportunity for disagreement

B. Use product knowledge to prove they are wrong

C. Listen patiently and try to stay calm

D. Ask them to come back when they are ready to buy

62. What kind of customer would make the following statement? "I just don't know which of these mygirlfriend would like best. I had better come back at another time."


A. Disagreeable

B. Suspicious

C. Slow/Methodical

D. Dishonest

63. What kind of customer would make the following statement? "I must compare the different shades of colorand fabrics available for a new comforter set."


A. Disagreeable

B. Suspicious

C. Slow/Methodical

D. Dishonest

64. Which of the following would be the most likely cause of customer complaints?


A. Institutional ads

B. Product quality

C. Extended hours

D. Price reductions

65. Which is an example of an implied warranty?


A. A customer buys a toaster and assumes it will toast bread.

B. A jacket's hang tag states that the fabric is pure wool.

C. A television's label promises a full refund if the set doesn't work.

D. A salesperson tells a customer, "This is the best quality you can buy."

66. Any business that transports goods across state lines must comply with standards set by


A. individual businesses.

B. government agencies.

C. trade associations.

D. professional organizations.

67. How does the use of grades and standards affect the buying and selling process?


A. It enables customers to buy without having to inspect each product.

B. It provides product information on unsafe products.

C. It enables businesses to set high prices.

D. It enables salespeople to suggest products without having to determine customer needs.

68. What is a purpose of warranties and guarantees?


A. To increase customer anxiety about purchases

B. To decrease feedback from customers

C. To protect the producer and the seller

D. To avoid a customer-oriented focus for the business.

69. When products are graded by nongovernmental agencies, the grading is


A. voluntary

B. mandatory

C. periodic

D. occasional

70. A customer buys a CD player and receives a printed warranty card stating the action the company will takeif the CD player does not work properly. This is an example of a(n) ________________ warranty.


A. Express

B. Full

C. Limited

D. Implied

71. Teri purchased a new car and expects for the entertainment system to work smoothly. Which warranty isTeri expecting to be fulfilled?


A. Express

B. Full

C. Limited

D. Implied

72. Why do many professional organizations develop standards for their members to follow?


A. To promote group activities

B. To create influence

C. To establish control

D. To promote product safety

73. John communicates through all advertisements that his employees go through extensive training. What isJohn doing?


A. Making a brand promise

B. Developing a campaign platform

C. Stating industry policies

D. Establishing product position

74. One way of reinforcing the company's image through employee performance is by making sure employeeshave


A. thorough knowledge of the products.

B. comfortable work stations.

C. generous pay and benefit plans.

D. full access to customer databases.

75. When a business publicly pledges to provide all of its customers with quick, courteous service, what is itdoing?


A. Making a brand promise

B. Developing a campaign platform

C. Stating industry policies

D. Establishing product position

76. What is an example of an employee reinforcing a firm's image through his/her job performance?


A. A customer waits on the telephone for several minutes while Matt confirms shipping information.

B. Susan advises her customer that the sofa is only available by special order.

C. Jack politely asks if his customer would like a beverage while s/he waits for car service.

D. Angela, a human resources manager, prepares the firm's employee newsletter every month.

77. Which of the following is a policy that the WNJ Company might implement to reinforce its image as anefficient and responsive business?


A. Requiring employees to respond to customer inquiries within 24 hours

B. Requesting that employees sign their timecards at the end of a pay period

C. Ensuring that employees wear clean uniforms during their shifts.

D. Allowing employees to establish their own service standards.

78. A business's brand promise is what the business intends to


A. name its product.

B. sell to the target market.

C. provide the customer.

D. use as a trademark.

79. What will probably happen to a business if it continuously fails to deliver on its brand promise?


A. Lose credibility

B. Improve sales volume

C. Increase market share

D. Decrease liability

80. One way a company can reinforce its image is by


A. developing a financial plan.

B. training its employees.

C. conducting a competitive analysis.

D. identifying economic resources.

81. Josh wants to know more about the benefits of his new iPad. What about the iPad does he want to know?


A. What is the warranty?

B. What is it?

C. What is the price?

D. What's in it for me?

82. A customer asks a specific product question that a new salesperson cannot answer. What should the newsalesperson do?


A. Tell the customer to contact the manufacturer

B. Explain that s/he is new and doesn't know

C. Try to serve the customer as best s/he can

D. Ask an available, experienced employee

83. Geri asked a salesperson about some features of the new Samsung Android cellular telephone. Since thesalesperson was not aware of the features, what should he do?


A. Tell the customer to contact the manufacturer

B. Explain that s/he is new and doesn't know

C. Try to serve the customer as best s.he can

D. Ask an available, experienced employee

84. When salespeople explain the benefits of a technical product, what questions are they answering forcustomers?


A. What is the warranty?

B. What is it?

C. What is the price?

D. What's in it for me?

85. A customer interested in buying an expensive product asks a question you can't answer. The customer leaveswithout buying but promises to come back later. The only other person on hand who has the informationyou need is a coworker who is helping a customer. What should you do?


A. Ask your coworker for the information as soon as his/her customer leaves.

B. Wait until the manager returns, and ask him/her for the information.

C. Write a memo to the manager requesting the information you need.

D. Interrupt your coworker to get the information before your customer returns.

86. What is a product benefit that a salesperson might point out to a customer who wants to buy a computer?


A. Monitor has a nonglare screen.

B. Pre-installed software saves money.

C. Print capability is optional.

D. Models are available in many colors.

87. How does a feature-benefit chart help a salesperson?


A. Evaluates customer reaction to the presentation

B. Explains the business's compensation rate to the salesperson

C. Determines which features and benefits appeal to each customer

D. Provides a quick reference to the salesperson about the product

88. What type of product information might a salesperson be able to obtain from a manufacturer'srepresentative?


A. How the product is made

B. What credit terms are available

C. How the product became popular

D. What inventory method to use

89. The phase of the selling process that includes writing up the order is


A. discovering needs.

B. prescribing solutions.

C. reaching closure.

D. establishing relationships.

90. By what will the emphasis put on each phase of the selling process vary most significantly?


A. State and local laws

B. Economic climate

C. Product and client

D. Geographic area

91. Determine whether the following statement is true or false: All salespeople should use the step of theselling process in which a relationship is established with the customer.


A. False, retail salespeople do not need this step.

B. True, all salespeople make every contact permanent.

C. False, industrial salespeople do not need this step.

D. True, this is an important step for all salespeople.

92. What should a salesperson remember to do during the closing phase of the selling process?


A. Show the customer a product

B. Put the customer at ease

C. Ask the customer questions

D. Ask the customer to buy

93. After learning that a customer is interested in a computer that can produce sophisticated graphics, whatshould be the salesperson's next step?


A. Trying to reach closure with the customer

B. Suggesting a specific computer to the customer

C. Trying to make the customer feel more relaxed

D. Giving the customer a price list

94. Which of the following is part of establishing relationships with customers:


A. Using suggestion selling

B. Probing

C. Reaching closure

D. Sizing up the customer

95. What is good advice for a salesperson to follow when questioning customers?


A. Ask each customer the same questions

B. Ask impersonal questions

C. The more questions you ask, the better

D. Make sure customers answer your questions

96. Judy sold customers substitute computers for the iPad. What should she explain to the customers about thesubstitute computers?


A. Buying motives

B. Exchange policies

C. Comparable features

D. Fringe benefits

97. If you feel you are asking too many questions but have not determined the customer's need or want, whatcan you do to vary your approach?


A. Use questioning statements

B. Wait for the customer to ask questions

C. Ask questions more slowly

D. Speed up the pace of your questions

98. Analyze the following situation to determine how the sale was lost: Ms. Garcia asked a sales representativefor a handheld scanner she'd seen at a trade show. The sales representative said, "You don't want thatscanner. It's too slow and inaccurate. For a few more dollars, you can have this quality scanner instead."Ms. Garcia didn't buy. What had the sales representative done?


A. Pointed out features of the scanner

B. Suggested trading-down

C. Criticized the original request

D. Referred to the new item as a substitute

99. A customer has been looking at different brands of the same product for several minutes. What is the mostappropriate sales approach to use under these circumstances?


A. "May I help you?"

B. "Good morning. How are you?"

C. "Brand X is on sale today."

D. "What can I do for you today?"

100. What should a salesperson explain to a customer when recommending a substitute item?


A. Buying motives

B. Exchange policies

C. Comparable features

D. Fringe benefits

101. On what does the speed of asking customers questions depend?


A. Type of product that is being sold

B. Number of other customers waiting

C. Amount of time left before the business closes

D. Pace of the customer's responses to your questions

102. What should the salesperson do when s/he is helping a customer and another customer enters the sellingarea?


A. Apologize to the first customer for helping the second customer

B. Leave the first customer to help the second customer

C. Acknowledge the second customer as soon as possible.

D. Ignore the second customer until finished with the first customer

103. Tim could not think of any more questions to determine a customer's need for a new stove. What shouldTim do?


A. Use questioning statements

B. Wait for the customer to ask questions

C. Ask questions more slowly

D. Speed up the pace of your questions.

104. A chair was purchased for $279.00, and the tax rate is 6%. What is the amount of tax?


A. $15.34

B. $16.74

C. $15.86

D. $14.74

105. A customer purchased dining room furniture that retails for $750.00 at 33% off. The sales tax rate is 5%,and delivery is $25. What is the total cost of the purchase?


A. $527.50

B. $553.88

C. $527.63

D. $552.63

106. A 589-pound shipment is sent by motor freight at a rate of $11.56 per 100 pounds. What are the shippingcharges?


A. $68.09

B. $67.08

C. $66.08

D. $69.09

107. When a customer's special order arrives, another customer who is on hand at the time asks to buy theitem. What should the salesperson do?


A. Hold the item for the original customer and offer to place an order for the new customer

B. Sell the item to the new customer and refund the original customer's money

C. Hold the item for the original customer and get the new customer's name and address

D. Sell the item to the new customer and reorder for the original customer

108. If Shari wants to make sure that she knows which customers' orders she is taking on the telephone, whichone of the first steps in processing incoming telephone orders would help?


A. Checking for availability

B. Explaining pricing policy

C. Describing each item

D. Obtaining customer's name

109. A small computer business does not stock the computer printer that a customer has requested. Whatshould the sales representative do?


A. Take the customer's telephone number and call if the business decides to stock the printer

B. Offer the customer free ink cartridges if a computer is purchased

C. Tell the customer to try another business or competitor

D. Offer to call the printer's manufacturer to check availability and delivery dates

110. What is often one of the first steps in processing an incoming telephone order?


A. Checking for availability

B. Explaining pricing policy

C. Describing each item

D. Obtaining customer's name

111. What is usually an important step in processing a customer's telephone order?


A. Asking personal questions

B. Calculating gross profit

C. Checking product availability

D. Ending the call quickly

112. Why should a business continue to monitor an established product?


A. To determine the acceptance of a product by a limited market

B. To make sure that a marketing plan is firmly in place

C. To make changes in order to extend a product's life cycle

D. To evaluate how a product might fit the firm's product mix

113. Why is the quality level of a product an important product/service management decision?


A. It identifies a product's brand.

B. It reflects the image of the business.

C. It protects the consumers.

D. It refers to the way the product works.

114. What is one way businesses use computer technology to obtain information to improve their product/servicemix?


A. Mailing questionnaires to customers

B. Tracking visitors to their web sites

C. Compiling detailed databases

D. Preparing interactive software programs

115. Five years after a new product has been introduced, sales begin to level off because customers arepurchasing the competitor's brand. What strategy would be most appropriate to use in this situation?


A. Take the product off the market

B. Do nothing; fluctuations in sales are common

C. Modify the product to renew customer interest

D. Triple the advertising budget for the product

116. When a company uses its product wrapping to promote the preservation of an endangered animal species, itis engaging in an ethical practice called


A. political lobbying.

B. environmental labeling.

C. cause packaging.

D. provocative branding.

117. Which activity is addressed in the product/service management function?


A. Setting discounts to clear products from inventory

B. Determining where products will be offered for sale

C. Focusing promotional activities on a new-product release

D. Eliminating products that are slow sellers

118. Why might profits sometimes decline for the company that first introducted the product during the growthstage of a product's life cycle?


A. Because sales decline in the growth stage

B. Because marketing strategies are adjusted

C. Because competitors have entered the market

D. Because production is more efficient

119. Why does a company need to know what stage of the product life cycle its products are in?


A. To prevent imitators from entering the market

B. To find new uses for the product

C. To predict the length of the life cycle

D. To adapt its marketing strategies

120. What is a technologically advanced method that allows businesses to produce products that are specializedfor a very few customers?


A. Intermittent conversion

B. Automatic production

C. Computerized robotics

D. Mass customization

121. What is an example of an ethical issue that a product/service manager might face?


A. Use of color on the label

B. Use of environmentally friendly packaging

C. Use of packaging as a means of promotion

D. Use of nutrition information on a food label

122. Which of the following technological tools helps a business's employees simultaneously access the sameinformation about the business's products?


A. Memory card

B. Micro-portal

C. Intranet

D. Generator

123. Which of the following is an unethical situation in product/service management?


A. Vincent Electronics discontinues production of a slow-moving solar calculator

B. Travis Manufacturing uses recycled materials for its product packaging.

C. Donna's Dress Boutique obtains deep discounts from a new clothing designer.

D. The Simpson Company embellishes the information that it places on its product labels

124. Which of the following is a way that a business can extend the life cycle of an established product?


A. By promoting the product to current users

B. By finding new uses for the product

C. By restricting distribution

D. By attracting consumers who are innovators

125. A business is behaving unethically if its product's label contains


A. nutritional values.

B. recyclable materials.

C. mandatory requirements.

D. misleading information.

126. Harrison Stroller Company manufactures baby strollers. The business launched a new stroller line inhopes of increasing its market share. The new model featured neon, plastic, musical toys on the front barof the stroller. By the middle of the first year, there were 50 reports of infant injuries. What legal actionwill Harrison Stroller Company have to face?


A. Consumer protection

B. Product deletion

C. Product liability

D. Consumer Product Safety Act

127. Lakeview Manufacturing produces canned tuna fish for consumers and pets. After the company decided toexpand its market to three additional states, it discovered that the pet products were labeled incorrectly. They had been packaged and distributed as consumer products. To correct this problem, what action shouldthe company take?


A. Product liability

B. Product recall

C. Guarantee

D. Warranty

128. Why would a business use a broad product mix?


A. To assure that the product lines are related

B. To promote one-stop shopping

C. To decrease legal liabilities

D. To relate the products to the target market

129. Which of the following is a reason that a business would make changes to its products?


A. To keep up with changing consumer preferences

B. To spread risk over a wider area

C. To predict the success of the changed product

D. To make room for other products

130. A company that makes ink pens claims no other pen on the market uses a type of ink that changes colorwhen exposed to light. The company is positioning its product according to what strategy?


A. Price and quality

B. Features and benefits

C. Unique characteristics

D. Relation to other products in a line

131. Brand or trade names are used primarily to identify a


A. market

B. standard

C. product

D. trend

132. Company XYZ sells condensed soups and promotes them by saying, "Great taste, great price." CompanyXYZ is positioning its product according to what strategy?


A. Relationship to other products



D. Price and quality

133. Why do companies use brands for their products?


A. To differentiate their products

B. To charge higher prices

C. To encourage materialism

D. To demonstrate creativity

134. A business that says it tries harder because its product is not number one, is using product positioning to


A. motivate

B. organize

C. upgrade

D. compete

135. In what stage of brand loyalty do people become aware of the brand?


A. Recognition

B. Satisfaction

C. Insistence

D. Preference

136. A company advertises that its products are durable lightweight, and come in a variety of colors. Whatstrategy is the company using to position its product?


A. Price and quality



D. Relationship to other products

137. A drawback of brands as compared to unbranded products is that they usually


A. differentiate products.

B. must be sold at higher prices.

C. create brand loyalty

D. require trademark registration

138. Why must all businesses incorporate their values into every aspect of their operations?


A. This will reinforce their promises to customers and build the brands.

B. It is less expensive to operate if everyone buys into the same thing.

C. It gives businesses something interesting to advertise.

D. There will be less employee resistance if there is a standard philosophy.

139. How do companies make brand promises to their customers?


A. They provide customers with a sworn statement.

B. They meet or exceed customer expectations on a consistent basis.

C. Salespeople verbally make brand promises to each customer.

D. They fulfill special requests for customers.

140. How does technology help businesses when it enables them to obtain and analyze vast amounts ofinformation that impact the pricing function?


A. By generating profit-and-loss statements

B. By deciding how much to spend on advertising

C. By calculating the cost of hiring more employees

D. By determining the best time to adjust prices

141. What costs do businesses usually include in the price of their products?


A. Regulations

B. Inflation

C. Transportation

D. Orientation

142. The Standard Oil Company's price-fixing tactics and monopolistic control over oil refining anddistribution in the late 1800's was a major contributing factor in the enactment of which piece oflegislation?


A. Sherman Antitrust Act

B. Clayton Act

C. Robinson-Patman Act

D. Federal Trade Commission Act

143. What is an example of an unethical pricing practice?


A. A company prices its products low in an attempt to drive its competitors out of business.

B. A business increases its prices when the cost of the materials to make the products increases.

C. A firm sets a business objective to increase its profit margins over the next five years.

D. A business prices a new product line to reflect high quality and status.

144. What is the advantage to a business of using bar-code pricing?


A. Easier for customers to read

B. Reduces required business security

C. Easier to change prices

D. Reduces number of employees needed for sales

145. Companies A, B, and C sell similar products. Together, they recently decided to sell their products for thesame price. In what unethical activity are the businesses engaging?


A. Bait-and-switch

B. Price fixing

C. Loss-leader pricing

D. Gray markets

146. One way that many businesses use technology to reduce the costs associated with marking prices onproducts is by using


A. electronic scanning devices.

B. automated inventory systems.

C. preprinted gummed labels.

D. computer-generated tags.

147. Which of the following factors should businesses consider when establishing a product's selling price:


A. Economic conditions

B. Unfair sales laws

C. Pricing agreements

D. Trade practices

148. Why do some new companies set their selling prices as low as they can?


A. To eliminate all possible competition

B. To get market share as fast as possible

C. To earn a high return on investment

D. To quickly make a large profit

149. A business charges a small company a higher price for a product than it charges a large company for thesame product. What does this represent?


A. Price discrimination

B. Controlled pricing

C. Price competition

D. Regulated pricing

150. What pricing tactic might be considered questionable by some businesses?


A. Matching the prices of a competitor

B. Developing a complex pricing structure

C. Marking up prices to earn a profit

D. Providing a reference price

151. What is an external factor that affects the price that a business charges for its products?


A. Operating costs

B. Variable expenses

C. Economic conditions

D. Employee benefits

152. Technology allows manufacturers to pre-print product packaging with Universal Product Codes (UPCs)which contain __________ information.


A. pricing

B. sampling

C. operating

D. selling

153. Wal-Mart and Sears attract two different types of customers because of their pricing strategies. They haveestablished their prices based on __________ decisions.


A. promotional

B. customer

C. place

D. profit

154. What might happen if a business's customers feel that they are not getting the most value for their money?


A. Sales remain the same.

B. Sales increase.

C. Customers spend money elsewhere.

D. Customers purchase more.

155. Which of the following is an example of an ethical issue as it relates to predatory pricing:


A. An international book publisher sells similar products to similar customers at different prices.

B. A tire producer introduces a new item to its product line and sets the initial price very low.

C. A salesperson encourages a customer to purchase an extended vehicle warranty for a new car.

D. A local ice-cream shop prices menu items below cost in an effort to eliminate its competition.

156. What would be the most appropriate pricing strategy for a business in a small town where unemploymenthas skyrocketed and the economy is in a downturn?


A. Below-cost pricing

B. High-level pricing

C. Odd-cents pricing

D. Flexible pricing

157. Charging premium prices for lumber to hurricane victims because supply is limited is


A. unethical and illegal.

B. unethical and legal.

C. ethical and legal.

D. ethical and illegal.

158. What is one action that customer service can take to facilitate order processing?


A. Negotiate aggressively

B. Oversee assembly

C. Communicate effectively

D. Monitor inventory

159. Which of the following is an aspect of channel management that impacts customer service?


A. Advertising

B. Taxes

C. Protectionism

D. Timeliness

160. Which of the following would probably use a longer channel of distribution than the others:


A. A baby duck

B. A printing press

C. An airplane

D. A bottle of shampoo

161. Which situation hinders a business's ability to provide quality customer service?


A. Supply channel has high flexibility levels.

B. Vendor consistently has back orders.

C. Post-sale support is responsive.

D. Distribution patterns are operational.

162. What indirect channel of distribution is used to reach large retailers when the producer does not wantresponsibility for the selling activities?


A. Producer to wholesaler to retailer to consumer

B. Producer to agent to retailer to consumer

C. Producer to consumer

D. Producer to retailer to consumer

163. When is it best for a business to use an exclusive distribution pattern?


A. It prefers to have its intermediaries promote the product.

B. It needs to maintain tight control over a product.

C. It chooses to eliminate intermediaries.

D. It wants the product to be available in all possible locations.

164. What do marketers want to achieve by determining distribution intensity?


A. Ideal market exposure

B. Complete market coverage

C. Perfect market balance

D. Total market saturation

165. Which of the following makes it possible for a business's drivers to determine their exact location andobtain accurate directions to destinations:


A. Video frequency technology

B. Global positioning system

C. CB radio system

D. Image scanning technology

166. How do channel members add value to a product?


A. By performing certain channel activities expertly

B. By making the product more costly

C. By making the product available in all locations

D. By pursuing individual goals

167. What statement is true about technology in relation to channel management?


A. Some businesses have the capacity to distribute most or all of their products through the internet.

B. Because technology continues to evolve, vertical conflict among channel memners is occurring less often.

C. Technological advancements generally require businesses to increase the number of intermediaries theyuse.

D. For most businesses, technology makes it more difficult to monitor the channel members' activities.

168. What example demonstrates the use of satellite tracking within a distribution channel?


A. An inventory specialist enters product status information into a handheld electronic device.

B. A computer system performs warehouse functions that are usually executed by humans.

C. A technological system creates an efficient routing plan for transportation companies.

D. A dispatcher has current knowledge of a delivery truck's location and destination.

169. What is an advantage for producers in using the producer to wholesaler to retailer to consumer distributionchannel?


A. It enables them to control channel activities.

B. Wholesalers do not take title to the goods.

C. Wholesalers usually buy in large quantities..

D. It enables them to reach large retailers directly.

170. What legal example is represented by a manufacturer selling its products through a toll-free phone system,a company web site, and several retailers?


A. Restricted sales territories

B. Exclusive dealing

C. Tying agreements

D. Dual distribution

171. Which of the following is an example of distributing goods through a gray-market strategy?


A. An Asian-based company establishes an Internet website to sell its cleaning products directly to Europeanconsumers.

B. A franchisee obtains a license to sell a well-recognized brand of tires through her/his dealership.

C. A pharmacy sells brand medications to customers in foreign countries for a lower price than they can getdomestically.

D. A local jewelry store has exclusive distribution rights to sell expensive wristwatches for a Swissmanufacturer.

172. What is an example of a large business using coercion in the distribution channel?


A. Buying products from unauthorized intermediaries

B. Requiring a specific type of packaging material

C. Threatening to stop using a supplier unless given major concessions

D. Returning shipments without proper authorization

173. In which situation might exclusive distribution be considered a legal arrangement?


A. A business prevents a competitor's product from entering the market.

B. A franchisor requires a franchisee to sell only the franchisor's products.

C. A distributor requires a customer to buy all of its products to obtain one product.

D. A manufacturer assigns an exclusive territory to restrict competition.

174. What factor could determine legal ownership of goods in the distribution process?


A. Country in which the product is produced

B. Availability of the product

C. Involvement of agents

D. Physical characteristics of the product

175. What is an example of a topic that would be addressed in an informational message?


A. Request for payment on a past-due account

B. Date and time of an appointment with customer

C. Charitable appeal for a corporate donation

D. Invitation to speak at a national conference

176. How should the information be presented when writing informational messages?


A. In the order of importance

B. In the shortest way possible

C. In a conversational way

D. In a nonspecific manner

177. Banner and pop-up ads impact the way audiences receive promotional information. These types ofmessages exist because of the following technological development:


A. HTMT

B. Euronet

C. URL

D. Internet

178. Why are there specific guidelines for advertising to children?


A. Research indicated that juvenile offenders watched more advertising on television than the average child.

B. Children are impressionable, and the wrong kinds of advertising can affect their development.

C. Parents mounted a campaign against advertisers because their children demanded products they sawadvertised.

D. Children revealed, in focus groups, that while they like watching ads, it doesn't make them behavedifferently.

179. Advertising that promotes the support a bank gives to community projects is __________ advertising.


A. promotional

B. prestige

C. institutional

D. service

180. What form of promotion is generally emphasized for complex, technical products sold to industrial users?


A. Personal selling

B. Sales promotion

C. Publicity

D. Advertising

181. In which stage of a product's life cycle do promotional activities focus on differences between competingproducts?


A. Introductory

B. Growth

C. Declining

D. Introduction

182. Determine whether the following is a true statement: It is important for the promotional message to befactual.


A. False, it must only be memorable.

B. True, it should alter facts as necessary.

C. False, it need not be based on facts.

D. True, it must be based on facts.

183. What is an example of an external factor that affects promotion?


A. Reorganization of the business

B. Increase in a product's price

C. Government regulation of ads

D. A change in distribution methods

184. What is new technology enabling businesses to create that is impacting the promotion function?


A. Personalized premiums

B. Attractive commercials

C. Publicity campaigns

D. Individualized messages

185. How have technological advancements enhanced a small business's ability to promote its products?


A. Most companies need fewer channels to coordinate and carry out promotional activities.

B. Small companies now have more money to spend on promotional activities.

C. Less time and creativity are required to develop effective promotional campaigns.

D. Information can be communicated by more venues, and messages can be customized.

186. What is an example of publicity?


A. Company news release

B. Direct mail

C. Billboard

D. Company television commercial

187. What is an example of advertisement stereotyping ?


A. A television commercial depicts a woman mopping the kitchen with a new floor cleaner.

B. A print ad shows a middle-aged male pouring orange juice for his children.

C. A magazine ad campaign presents a variety of people who encourage others to drink milk.

D. A well-known athlete records a PSA that emphasizes the importance of continuing education.

188. Which of the following situations most accurately depicts a promotional ethical issue in relation tochildren:


A. A television commercial portrays preschool-age children eating breakfast.

B. A print ad in a national teen magazine shows a girl modeling fashionable outerwear.

C. A radio spot announces an upcoming concert for preteens during the morning time slot.

D. A newscast teaser televises graphic film clips of a war zone during prime-time viewing.

189. What type of promotion is depicted by a business's one-time announcement of its half price sale in thelocal newspaper?


A. Product promotion

B. Institutional advertising

C. Free publicity

D. Sales promotion

190. How do competing businesses within the same industry usually react to each other's promotional mixes?


A. By playing follow the leader

B. By reducing their promotional budgets

C. By trying not to outdo each other

D. By changing distribution channels

191. Which of the following best describes the relationship of promotion and marketing:


A. Subsidiary

B. Interrelated

C. Dependent

D. One to one

192. How does promotion benefit customers?


A. Causes them to postpone making buying decisions

B. Enables them to identify their buying decisions

C. Helps them to select appropriate products

D. Requires them to spend more on products

193. Which advertising message reinforces the concept of materialism?


A. We make this product by hand and use organic materials.

B. The government rates our product higher than our competitor's product.

C. You can increase your social status by purchasing this product.

D. For more information about our line of products, visit our website.

194. Some governments regulate promotional activities in their countries to protect consumers from


A. unnecessary media exposure.

B. inconsistent selling strategies.

C. deceptive advertising.

D. unlimited liability.

195. Which statement is true about regulating international promotional activities?


A. Most countries have a system of checks and balances to verify that promotion regulations are fair.

B. Businesses must submit all promotional materials to the International Ad Coalition for approval.

C. Governments bear the sole responsibility of monitoring promotional materials and regulations.

D. A business must understand that the laws governing promotional activities vary by country.

196. What is an objective of institutional advertising?


A. To support personal selling activities

B. To demonstrate the organization's role in community affairs

C. To introduce new goods or services

D. To create customer interest in the company's goods or services.

197. What is an example of out-of-home media?


A. An infomercial broadcast on a national television network

B. An eye-appealing card placed in a mailbox

C. A calendar imprinted with a company's name

D. An electrical sign located in a high-traffic area

198. Which of the following would be used to promote special sales events only to customers who live in aspecific location:


A. Specialty advertising

B. Suburban newspapers

C. Radio spots

D. Utility direct mail

199. Which of the following is a print promotional medium:


A. Television

B. Participation show

C. Shoppers' guide

D. Radio

200. The most important benefit that magazine advertising offers to an advertiser is its ability to


A. reach a specific geographic area.

B. deliver messages in a timely manner.

C. target a particular group of consumers

D. deliver a low-cost message to a target group.

201. Which of the following advertising media offers the easiest means to evaluate the effectiveness of anadvertisement:


A. Radio

B. Newspaper

C. Direct mail

D. Television

202. Why are promotional media such as newspapers and television referred to as mass media?


A. They can direct promotions to a specific audience.

B. They direct promotions to a specific audience.

C. They reach a lot of people at the same time.

D. They try to meet the needs of many businesses.

203. What is an example of a successful direct-response advertisement?


A. A person orders an exercise machine by telephone after viewing an infomercial.

B. A movie theater shows several previews of new films and video releases.

C. A popular tourist attraction places a billboard in a remote location.

D. A local grocer distributes discount coupons to local businesses.

204. Alexandria has been using Look-So-Good cosmetics for several years and would not consider changingbrands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmeticcompany. She tells everyone about the features and benefits of Look-So-Good products, and encouragesthem to try the cosmetics. What type of word-of-mouth marketing is Alexandria using?


A. Mobile marketing

B. Organic marketing

C. Shill marketing

D. Virtual marketing

205. What best describes the goal of amplified word-of-mouth?


A. Improving the best quality of goods and services the business offers.

B. Encouraging customers to provide both positive and negative feedback

C. Building loyal relationships with the customers

D. Providing information to activists to share with others.

206. What is a common thread among all direct advertising strategies?


A. They try to get consumers' attention by communicating in the most unusual ways possible.

B. They use a proven creative technique with a strong headline and a little copy.

C. They communicate with all consumers as one group with common likes and dislikes.

D. They intend to motivate the consumer to take action.

207. What is a benefit to businesses of positive word-of-mouth communication?


A. Increased product mix

B. Decreased advertising costs

C. Increased sales

D. Decreased operating expense

208. A small retail chain that sells specialized products for sports enthusiasts is located in a resort area thatreceives most of its business during the summer. To increase year-round sales, management wants to usedirect-mail advertising. What format should you recommend that the retail chain use?


A. Computer kiosks

B. Cable television shopping channels

C. Box-holder flyers

D. Niche catalogs

209. The use of communications channels in public-relations activities is an important part of


A. targeting customers.

B. marketing products.

C. advertising an image.

D. providing information.

210. What communication channels is a corporation's public-relations department most likely to use tomaintain positive relationships with shareholders?


A. Press releases, online social networks, and print advertisements

B. Newsletters, annual reports, and the company's web site

C. News conferences, consumer blogs, and employee manuals.

D. Policy manuals, commercials, and sponsorships

211. During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl andbegins to eat it. What does this exemplify?


A. Brand awareness

B. Product placement

C. Brand identification

D. Product programming

212. What is a common communications channel used in public relations?


A. Billboards

B. Trade shows

C. Product displays

D. Press releases

213. The reason for using certain communications channels, such as coupons, in sales promotion is to


A. create long-term demand.

B. generate an immediate response.

C. persuade customers to remain loyal.

D. advertise a new product.

214. Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code withthe telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items backto the manufacturer along with the part of the packaging that contained the special code. Within sixweeks, Ben recieved a $50 check from the telephone manufacturer. What type of sales-promotiontechnique was used?


A. Warranty

B. Coupon

C. Sweepstakes

D. Rebate

215. When writing a letter of inquiry, when should you identify the purpose of your letter?


A. Once the recipient has agreed to meet with you

B. After describing your company

C. At the beginning of your letter

D. After identifying what prompted your inquiry (such as an advertisement)

216. What is a reason why a businessperson might write a letter of inquiry?


A. To forward a document

B. To acknowledge an order

C. To request an appointment

D. To complain about a product

217. What is an internal source of marketing information for a business?


A. Government planning agencies

B. Inventory records

C. Public libraries

D. Trade journals

218. What is an example of marketing information that a business could gather by surveying its customers?


A. Planned product improvements

B. The company's current market share

C. Location of the company's market

D. Financial status of competitors

219. Your company has asked you to make recommendations for new hardware and software to replace theexisting marketing-information system. What should you recommend?


A. The largest system available for future expansion

B. Software that is secure and accessible only to you

C. Software that decision makers can use with minimum training

D. Software that everyone in the company can use to collect and process data

220. Which characteristic of useful marketing information is represented by the statement "The benefits ofusing the information should be greater than the expense of gathering the data used to generate thisinformation"?


A. Timeliness

B. Accessibility

C. Relevancy

D. Cost-effectiveness

221. In planning marketing activities and in making marketing decisions, marketers use a variety of datagathered by a(n)


A. inventory control system.

B. double-entry bookkeeping system.

C. file of employee records.

D. marketing-information management system.

222. What is an important ethical issue involved with the collection and use of marketing information?


A. Adaptability

B. Standardization

C. Confidentiality

D. Commercialization

223. A major credit card company has hired a marketing-research firm to conduct a survey regarding the use ofconsumer credit. Would it be considered ethical to use the database information collected in a directmarketing campaign?


A. No, businesses should not undertake any non-research activities involving data collected.

B. Yes, the consumers know surveys are just a way to get information for advertising

C. No, the database is probably not a reliable source of marketing information.

D. Yes, the credit card company paid for the research and should be able to use it any way it wants.

224. How can researchers protect the integrity of the marketing information they collect?


A. By organizing it logically

B. By reviewing it frequently

C. By publishing it openly

D. By interpreting it correctly

225. Why do marketers continue to gather information?


A. Today's consumers are easy to please

B. The marketing environment is constantly changing.

C. Marketers are decreasing their geographic scope.

D. Competition in general has decreased.

226. When a marketing-information management system compares financial information from one time periodwith the financial data from another time period, it provides a picture of the business's


A. competition.

B. situation analysis.

C. sales forecasts.

D. profitability.

227. Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site?


A. To regulate the user's access to information

B. To make it easy for the user to find the web site

C. To track the number of times the user buys a product

D. To guarantee that the web site is secure

228. So a business can retrieve current customer and internal marketing information from a central location, itmay use which of the following technological tools:


A. Presentation software

B. A database

C. Opt-in e-mail

D. A CAD program

229. One advantage to marketing-information managers of using the Internet to do research and gather data isthat the process is


A. inexpensive.

B. restrictive.

C. regulated.

D. protected.

230. Which of the following is a technology tool that allows a business to observe a customer's Internetactivities:


A. Spam

B. Hyperlink

C. Cookie

D. Host

231. How can using a database to track its customers' preferences and buying habits help a business?


A. Decreases the need to analyze marketing activities

B. Obtains additional deductions for its semi-annual tax return

C. Reduces unnecessary operational expenses

D. Builds strong, loyal customer relationships

232. How can businesses use computerized databases to sort and organize information about customers'purchases, brand preferences, and dollar amounts spent?


A. To maintain sales strategies

B. To prepare financial reports

C. To develop inventory control plans

D. To customize its marketing efforts

233. Which situation is an example of SUGGING?


A. A salesperson offers a customer the opportunity to try an expensive product free of charge.

B. A telemarketer asks a customer if s/he knows anyone who would want to buy a certain product.

C. A marketer tells a customer that s/he is conducting research and then begins a sales pitch.

D. A business promotes a product by sending samples to its customers without authorization.

234. What is the most signigicant reason why marketing research is important to businesses?


A. It makes competitors take notice of the business.

B. It improves financial management.

C. It contributes to business success.

D. It helps the business to base decisions on opinions.

235. What is an advantage of using secondary data in a marketing-research project?


A. Less expensive to collect than primary data

B. More up-to-date than primary data

C. Less likely to be available to competitors

D. More relevant than primary data

236. How could a business use marketing-research data it has gathered about the average age, income,educational levels, and spending patterns of area consumers?


A. To identify problems within the business

B. To create a mailing list for the business

C. To develop a profile of the typical customer

D. To establish an appropriate operating budget

237. What is a benefit of having managers and researchers "on the same page" about the marketing-researchproblem?


A. It allows the two parties to avoid establishing research objectives.

B. It keeps the business from wasting resources.

C. It ensures favorable results from the study.

D. It improves the business's market share.

238. Which statement about marketing research problems is true?


A. Problems that company decision-makers identify are often just symptoms of larger problems that need tobe researched.

B. Company decision-makers typically finalize marketing research problems prior to involving marketingresearchers.

C. Marketing research problems are commonly based on specific research objectives and researchinstruments.

D. Marketing research problems are usually only needed when marketing researchers plan to gatherexternal information.

239. What type of research would a business conduct if it wanted to identify potential issues or opportunities?


A. Descriptive

B. Experimental

C. Exploratory

D. Causal

240. What type of research is intended to obtain detailed data about customers' opinions and experiences?


A. Sampling

B. Qualitative

C. Observation

D. Forecasting

241. The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?


A. Personal interviews

B. Telephone Interviews

C. Referral sampling

D. Random sampling

242. A university is considering changes to its business administration degree. To obtain feedback on the ideafrom students, the university selects a sample of business majors who are seniors. What type of samplingdid the university use?


A. Cluster

B. Proportionate

C. Stratified random

D. Simple

243. A business has identified a sample of the population that it plans to survey to determine who is using theirproduct in a foreign country. What research design should it use?


A. Exploratory

B. Causal

C. Descriptive

D. Experimental

244. What is an example of a secondary source of data that a business can obtain internally?


A. Trade journal

B. Sales report

C. Government web site

D. Magazine article

245. What research approach do businesses often use to test new product ideas?


A. Questioning

B. Technological

C. Recording

D. Experimental

246. What research option usually answers questions related to "how many"?


A. Intelligence

B. Quantitative

C. Syndicated

D. Economic

247. What question does establishing a sampling plan for a research project answer?


A. What type of product to study

B. How many people to survey

C. When to conduct an interview

D. Why the issue is important

248. When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. Whattype of sampling error contributed to this finding?


A. Non-response

B. Interviewer bias

C. Chance

D. The way the question was asked

249. What is a common method of collecting research data that often involves the use of questionnaires?


A. Case study

B. Mail survey

C. Message board

D. Behavior chart

250. Which of the following is a characteristic of unstructured observation:


A. Often records a variety of behaviors

B. Uses standard checklists to document behavior

C. Requires the use of surveillance equipment

D. Most often limits observer with specific guidelines

251. What is an example of a marketing-research method that is used to collect primary data?


A. Customer survey

B. Census data

C. Trade-journal article

D. External reports

252. What is the most appropriate data-collection method to use when a business wants to determine how itsemployees interact with customers?


A. Experiment

B. Observation

C. Employee survey

D. Telephone interview

253. What is the advantage in using personal interviews to collect marketing data?


A. Biased interviewer

B. Slow collection rate

C. Limited interaction

D. High flexibility

254. What data-collection method can be used to obtain product information during the point-of-purchaseprocess?


A. Volume-tracking scanner

B. Photographic scanner

C. E-mail survey

D. Statistical survey

255. How can ill-designed questionnaires affect survey participants?


A. Can make them question the survey's purpose

B. Can decrease their response rate

C. Can decrease their desire to answer personal questions

D. Can make them take their time to complete the survey

256. The SBU Company developed a survey in which respondents are provided the same number of favorableand unfavorable rating options. What type of scale has this survey used?


A. Sequential

B. Continious

C. Spliced

D. Balanced

257. To obtain reliable, valid marketing-research data when conducting personal interviews, researchers mustmake sure that the interviewers are


A. open, friendly, and nonjudgmental.

B. approachable, opinionated, and organized.

C. consistent, biased, and aggressive.

D. courteous, passive, and distant.

258. What type of scale is a firm using when a survey format has a seven-point rating system consisting ofopposite adjectives on each end of the scale?


A. Semantic differential

B. Likert

C. Stapel

D. Random rating

259. When should researchers ask potentially sensitive questions during an interview?


A. Toward the end of the interview

B. At the beginning of the inventory to get them out of the way

C. Throughout the interview

D. At the mid-point of the interview to allow time for the reearcher to build rapport

260. Which of the following is a rating scale that allows marketing researchers to determine respondents'feelings:


A. Variable

B. Likert

C. Comparative

D. Attribute

261. What does a business need to do to build a clientele?


A. Know customers personally

B. Change the product mix frequently

C. Provide friendly, courteous service

D. Provide a wide variety of services

262. What effect does building a clientele have on selling costs?


A. Increases them because salespeople earn less in bonuses and commissions

B. Reduces them because making a repeat sale costs less than making an initial sale.

C. Reduces them because salespeople earn more in bonuses and commissions

D. Increases them because making an initial sale costs more than making a repeat sale.

263. "Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction." What keyfactor in building a clientele is Toni exhibiting?


A. Customer confidentiality

B. Service attitude

C. Persistence

D. Credibility

264. One way a business can help its salespeople demonstrate ethical behavior in selling situations is by


A. developing sales quotas.

B. establishing gift-giving guidelines.

C. making price deals.

D. requiring reciprocity.

265. Taking a client golfing is usually acceptable, as long as


A. the salesperson does not talk about business during the outing.

B. the business relationship does not include awarding a contract.

C. the golf excursion lasts no longer than three hours.

D. the salesperson spends no more than $100.

266. Which situation demonstrates ethical behavior in selling?


A. Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachmentbecause she has hardwood floors.

B. Mrs. Thompson tells John she cannot give him a raise, so he should claim additional expenses on hismonthly expense account to make up for it.

C. Ron tells the customer she can save an additional $25 if she makes her check out to him instead of thecompany.

D. Mayhew's raises prices on its clothing prior to a 25%-off sale so customers can feel good about theamount of money they are saving.

267. Salespeople who moonlight or attend classes on company time are guilty of


A. wasting their time.

B. unethical behavior.

C. violating laws.

D. misusing assets.

268. How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?


A. Ethical issues can occur when the reciprocity hurts or eliminates competition.

B. Reciprocal sales arrangements usually result when a breach of warranty occurs.

C. Ethical issues usually occur when the reciprocity is technological in nature.

D. Reciprocal sales arrangements almost always create price discrimination.

269. Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business areoften considered guilty of


A. violating local laws.

B. overstating expenses.

C. accepting bribes.

D. unethical behavior.

270. What is a sales practice that may be considered illegal?


A. Noncompete clauses

B. Executive contracts

C. Competitive bids

D. Tying arrangements

271. Caroline is unable to travel to a client's office but needs to demonstrate product features and be able toanswer questions as they arise. What technology tool would be helpful to her in making a sale?


A. High-tech sales-support office

B. Web presentation combined with a teleconference

C. Cell phone with wireless faxing

D. PowerPoint presentation on CD

272. What technology allows the Gateway Insurance Group to match its agents with policyholders by aligningits agents with market potential?


A. Database software

B. Outbound telemarketing

C. Mapping software

D. Inbound telemarketing

273. What is an illegal selling practice that is regulated because it reduces competition?


A. Incentive contracts

B. Product labeling

C. Exclusive dealing

D. Discount pricing

274. What type of laws protect consumers from unethical selling practices, such as high-pressure salestechniques?


A. Limited-probationary

B. Cooling-off

C. Conditional-sales

D. Buyer-withdrawal

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