Wholesalers sell to everyone except:

Wholesalers sell to everyone except:

A. businesses
B. manufacturers.
C. retailers
D. consumers
E. industrial users


Answer: D. consumers

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

A. defeat the competition.
B. serve all consumers.
C. operate according to government regulations.
D. stimulate short-term sales.
E. create value


Answer: E. create value

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.

A. marketing mix
B. marketing channel
C. marketing plan
D. marketing era
E. marketing implementation


Answer: A. marketing mix

The best way for sales managers to instill ethical behavior in the sales force is to

The best way for sales managers to instill ethical behavior in the sales force is to

A. provide extensive ethical training.
B. use only straight salary and no commissions.
C. employ a sales ethics forecaster.
D. never use telemarketing.
E. lead by example.


Answer: E. lead by example.

The _______ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

The _____ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

A. generating and qualifying leads
B. follow-up
C. sales presentation
D. closing the sale
E. preapproach


Answer: B. follow-up

__________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments.

__________ is a method of prospecting in which salespeople telephone or visit potential customers without appointments.

A. Qualified lead calling
B. Integrated sales support
C. Relationship selling
D. Cold calling
E. Role reversal selling


Answer: D. Cold calling

______ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.

______ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.

A. Organizational buying
B. Cold calling
C. Psychographic selling
D. Relationship selling
E. Sales management


Answer: D. Relationship selling

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.

A. public relations; institutional advertising
B. advertising; personal selling
C. sales promotion; advertising
D. advertising; public relations
E. corporate blogs; public relations


Answer: C. sales promotion; advertising

_______ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

_______ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

A. B2B programs
B. Trade incentives
C. Sales promotions
D. Push programs
E. Targeted leader items


Answer: C. Sales promotions

Which of the following is NOT one of the federal agencies that regulate advertising activities?

Which of the following is NOT one of the federal agencies that regulate advertising activities?

A. FDA
B. FCC
C. FTC
D. FRS
E. USPS


Answer: D. FRS

Generally, which of the following is the most expensive media buy?

Generally, which of the following is the most expensive media buy?

A. Internet
B. Newspaper
C. Radio
D. Television
E. Billboards


Answer: D. Television

Persuasive advertising is often used when competition

Persuasive advertising is often used when competition

A. is nonexistent.
B. is cooperating.
C. is most intense.
D. is declining.
E. is ineffective


Answer: C. is most intense.

Informative advertising is used to

Informative advertising is used to

A. prompt repurchase of a product.
B. create and build brand awareness.
C. trigger an emotional response.
D. gather information about consumers.
E. convince consumers to take action.


Answer: B. create and build brand awareness.

The goals of IMC need to

The goals of IMC need to

A. expand as the advertising budget expands.
B. be explicit and measurable.
C. be encoded before they can be decoded.
D. include both the noise effect and the transmitter effect.
E. be separate from budget.


Answer: B. be explicit and measurable.

In recent years, the component of IMC that has received the greatest increase in spending is

In recent years, the component of IMC that has received the greatest increase in spending is

A. media advertising.
B. direct marketing.
C. public relations.
D. sales promotions.
E. publicity


Answer: B. direct marketing.

Personal selling is an especially important part of IMC in

Personal selling is an especially important part of IMC in

A. business-to-business markets.
B. cause-related marketing.
C. event sponsorships.
D. stealth marketing.
E. Web tracking.


Answer: A. business-to-business markets.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

A. publicity to public relations.
B. personal selling to advertising.
C. integrated marketing communications to disintegrated marketing communications.
D. stealth marketing to viral marketing.
E. advertising to direct marketing and website development.


Answer: E. advertising to direct marketing and website development.

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

A. the primacy effect.
B. aided recall.
C. top-of-mind awareness.
D. category dominance.
E. elevated awareness.


Answer: C. top-of-mind awareness.

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this

A. selective recall.
B. free association.
C. aided recall.
D. recall mapping.
E. top-of-m


Answer: C. aided recall.

Even the best marketing communication can be wasted if the sender does not first

Even the best marketing communication can be wasted if the sender does not first

A. generate consumer action.
B. offer testimonials from past consumers.
C. determine the level of desire needed to sustain action.
D. gain the attention of the consumer.
E. stimulate interest among stealth marketing consumers.


Answer: D. gain the attention of the consumer.

_______ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

_______ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

A. Product familiarity
B. Brand association
C. Brand awareness
D. Marketing recall
E. Cognitive association


Answer: C. Brand awareness

Which of the following is NOT one of the steps in the AIDA model?

Which of the following is NOT one of the steps in the AIDA model?

A. Awareness
B. Intention
C. Action
D. Desire
E. Interest


Answer: B. Intention

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of _________ marketers use to assess the effectiveness of their IMC efforts.

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of _________ marketers use to assess the effectiveness of their IMC efforts.

A. decoding
B. pre-testing
C. feedback
D. simulations
E. encoding


Answer: C. feedback

The three elements of any IMC strategy are the consumer, the channels, and

The three elements of any IMC strategy are the consumer, the channels, and

A. the receiver.
B. the product.
C. evaluation of the results.
D. the company.
E. event sponsorship.


Answer: C. evaluation of the results.

Which of the following strategies is designed to place products in as many outlets as possible?

Which of the following strategies is designed to place products in as many outlets as possible?

A. intensive distribution
B. exclusive distribution
C. selective distribution
D. surplus distribution
E. contractual distribution


Answer: A. intensive distribution

What is the primary function of a stock keeping unit (SKU)?

What is the primary function of a stock keeping unit (SKU)?

A. An SKU represents a unique inventory item in a store.
B. An SKU tracks results from a clearance sale, such as, "buy one, get one free."
C. An SKU is a small tag attached to a product that tracks its movement through a store.
D. An SKU represents a bundle being offered.
E. An SKU is a special, seasonal discount offer.


Answer: A. An SKU represents a unique inventory item in a store.

For retailers, promotion refers to

For retailers, promotion refers to

A. supply chain communication.
B. the relationship between price and product.
C. the image a store attempts to maintain through their pricing strategy.
D. both their in-store environment and their mass media communications.
E. the seasonal discounts offered to move end-of-season items.


Answer: D. both their in-store environment and their mass media communications.

Retailers that offer a broad variety of merchandise, limited services and low prices are known as

Retailers that offer a broad variety of merchandise, limited services and low prices are known as

A. full-line discount stores.
B. convenience stores.
C. home improvement stores.
D. category specialists.
E. department stores.


Answer: A. full-line discount stores

Full-line discount, category specialist, and specialty stores are all types of __________ retailers.

Full-line discount, category specialist, and specialty stores are all types of __________ retailers.

A. food
B. general merchandise
C. price sensitive
D. limited demand
E. special appeal



Answer: B. general merchandise

Distribution intensity is commonly divided into three levels:

Distribution intensity is commonly divided into three levels:

A. intensive, exclusive, and selective.
B. primary, secondary and tertiary.
C. administered, vertical, and independent.
D. global, national, and local.
E. corporate, contractual, and independent.


Answer: A. intensive, exclusive, and selective.

Today, __________ dominate supply chains.

Today, __________ dominate supply chains.

A. large retailers
B. manufacturers
C. government agencies
D. wholesalers
E. distributors


Answer: A. large retailers

Retailing is defined as the set of business activities that

Retailing is defined as the set of business activities that

A. focuses on a firm's core values.
B. focuses on transactions, but not relationships.
C. adds value to products and services sold to final consumers.
D. separates wholesaling from manufacturing.
E. only occurs in brick-and-mortar space.


Answer: C. adds value to products and services sold to final consumers.

In retailing, a just-in-time delivery system is called a _____________ system.

In retailing, a just-in-time delivery system is called a _____________ system.

A. cross-docking
B. quick response
C. UPC
D. CPFR
E. lead time


Answer: B. quick response

Merchandise that arrives in the delivery truck ready to be sold is considered

Merchandise that arrives in the delivery truck ready to be sold is considered

A. quick-response packaged.
B. ahead of the curve.
C. lead time synchronized.
D. floor-ready.
E. synthesized.


Answer: D. floor-ready.

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours.

In a __________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours.

A. traditional
B. combination
C. cross-docking
D. vertical
E. horizontal


Answer: C. cross-docking

Radio frequency identification tags are

Radio frequency identification tags are

A. selective distribution designs used to maximize geographic efficiency.
B. electronic discount information tags used to provide reduced prices to select customers.
C. CPFR demand scheduling data tags.
D. tiny computer chips that transmit information about a container's contents.
E. information tags used for floor-ready merchandising.


Answer: D. tiny computer chips that transmit information about a container's contents.

In vendor-managed inventory systems,

In vendor-managed inventory systems,

A. corporations send information to retail customers, bypassing wholesalers and retailers.
B. companies send information to cooperatives.
C. customers send information to retailers.
D. manufacturers send sales information to the retailer.
E. retailers send sales information to the manufacturer.


Answer: E. retailers send sales information to the manufacturer.

A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers.

A _______________ is a facility for the receipt, storage, and redistribution of goods to company stores or customers.

A. circulation center
B. distribution center
C. supply chain hub
D. collaborative replenishment offic


Answer: B. distribution center

In marketing's four Ps, Place refers to all activities required to get

In marketing's four Ps, Place refers to all activities required to get

A. the design of the terminal location for products accomplished.
B. the right products to the right customer when that customer wants it.
C. access to the physical space within a retail establishment.
D. consumers to the destination.
E. demand chain management functionally operable.


Answer: B. the right products to the right customer when that customer wants it.

Labor, materials, and energy are typically __________ costs.

Labor, materials, and energy are typically __________ costs.

A. fixed
B. incidental
C. prestige
D. inelastic
E. variable


Answer: E. variable

_______ measures consumers' sensitivity to price changes.

_______ measures consumers' sensitivity to price changes.

A. Cross-price elasticity of demand
B. Price elasticity of demand
C. Income elasticity of demand
D. Competitive profit elasticity of demand
E. Inelastic demand price parity


Answer: B. Price elasticity of demand

A demand curve shows the relationship between ___________________ in a period of time.

A demand curve shows the relationship between ___________________ in a period of time.

A. income and demand
B. demand and cost
C. price and elasticity
D. profit and price
E. price and demand


Answer: E. price and demand

Traditional demand curve economic theory is used by marketers to understand _______________ in the five Cs of pricing.

Traditional demand curve economic theory is used by marketers to understand _______________ in the five Cs of pricing.

A. competitors
B. channel members
C. cost
D. customers
E. company objectives


Answer: D. customers

When firms set prices similar to those of competitors, they are following a strategy of

When firms set prices similar to those of competitors, they are following a strategy of

A. me-too pricing.
B. copycat pricing.
C. competitive parity.
D. market-broadening pricing.
E. industry-standard pricing.


Answer: C. competitive parity.

Unlike product, promotion, or place, price is the only part of the marketing mix

Unlike product, promotion, or place, price is the only part of the marketing mix

A. that offers the opportunity for an oligopoly.
B. that is subject to gray market manipulation.
C. that leads to competition.
D. that generates revenue.
E. that is determined by the consumer.


Answer: D. that generates revenue.

If firms price their products too low, it may

If firms price their products too low, it may

A. result in lower costs.
B. create a premium pricing effect.
C. increase contribution per unit.
D. result in inelastic demand.
E. signal poor quality


Answer: E. signal poor quality