1.
The macroenvironment of a firm refers to
factors such as
.
A) corporate; training needs
B) customer; pricing strategies
C) internal; corporate social responsibility
D) external; technological advances
E) competition; supply chain disruptions
2.
When we discuss a firm's primary strengths and how
these satisfy consumer needs, this is
referring to
in the consumer's
immediate environment.
A) local competition
B) company capabilities
C) demographics
D) corporate partners
E) local culture
3.
Market research firms can provide information indicative of
human population segments such as age, gender, race and
income. This information can provide marketers with a
"snapshot" of the typical consumer in a specific target
market and are collectively referred to as
A) psychographics.
B) macroenvironmental factors.
C) demographics.
D) microenvironmental factors.
E) generational cohorts
4. The marketing of services differs from product
marketing because services are
A) intangible, inseparable, heterogeneous and
perishable.
B) inseparable, variable, transitory and intangible.
C) intangible, inseparable, heterogeneous and
resistant to the practice of marketing.
D) intangible, inseparable, variable and
professional.
E) intangible, inseparable, domestic and perishable
5. Which of the following firms is most likely to
experience heterogeneity regarding its quality?
A) a cereal manufacturer
B) an online ticket broker
C) a self-serve gas station
D) a fine dining restaurant
E) a water refinery
6. The zone of tolerance identifies
A) the difference between what a customer really wants
and what the customer is willing to accept before going
elsewhere.
B) correlation between the price of a service and the
satisfaction received from that service.
C) the difference between what the company
promotes and what it actually delivers.
D) the full range of service delivery performance.
E) the variation in service positioning.
7. Firms can attempt to close a standards gap by
A) explaining to a dissatisfied customer where he or she is
confused.
B) educating consumers as to what is acceptable
performance.
C) setting appropriate service standards and
measuring service performance.
D) using Internet-based production scheduling to
increase service quality.
E) developing and promoting socially responsible service
policies
8. With regard to service recovery,
fairness
pertains to a customer's perception of the benefits he or
she received compared with the costs.
A) procedural
B) monetary
C) distributive
D) equitable
E) perceived
1
.
1.
Paul bought a laptop computer for personal use—
mainly gaming—and another one for use in his
consulting business. How would you classify his
purchases?
A) Both were B2C purchases.
B) Both were B2B purchases.
C) The first was a B2C purchase, and the second was
B2B.
D) The first was a B2B purchase, and the second was
B2C.
E) The first was a C2C purchase, and the second was B2C
1
.
2.
The B2B buying process is similar to the B2C process,
though it differs in many ways. For example, the B2B
equivalents of the Information Search and Alternative
Evaluation steps of the B2C buying process are
A) simpler and less detailed.
B) internal functions of a firm and of little interest to the
marketer.
C) more formal and structured.
D) not as important, and therefore, often not used.
E) merged together in one step
1
.
3. George heads the small bakery within a large-volume
supercenter. However, the store manager thinks they
should be offering decorated cakes in addition to
coffeecakes, breads and pastries. Before any purchase
orders are completed, George is asked if his bakery staff
can handle the workload, and what equipment and
supplies they may need to produce this new item. In this
case, George is the in the buying process.
A) influencer
B) initiator
C) purchaser
D) decider
E) gatekeeper
1
.
4.
Which type of buying center uses one person to make a
decision, but solicits input from others before doing so?
A) autocratic
B) democratic
C) consensus
D) egalitarian
E)consultative
1
.
1. Department store is best described as:
A.
Limited merchandise with service in a small
store
B.
C.
D.
E.
Broad variety and deep assortment
Broad variety at low prices
Full line, limited very low prices
Narrow but deep assortment
2
.
2. Category Specialist store is best described as:
A.
Limited merchandise with service in a small
store
B.
C.
D.
E.
Broad variety and deep assortment
Broad variety at low prices
Full line, limited very low prices
Discount with narrow but deep assortment
3
.
3. Category Specialist store is best described as:
A.
B.
C.
D.
E.
Limited variety with many locations
Limited assortment with little service
Limited nonfood items with a wide selection of food SKUs
Broad variety at low prices
Broad variety and depp assortment
4
4. Victoria
. Secret is a:
A.
B.
C.
D.
E.
Department store
Specialty store
Extreme Value store
Off price store
Category specialist store
6
.
5. Best Buy is a:
A.
B.
C.
D.
E.
Department store
Specialty store
Extreme Value store
Off price store
Category specialist store
6
6. Big Lots
. is a:
A. Department store
B.
C.
D.
E.
Specialty store
Extreme Value store
Off price store
Category specialist store
7. Frito-Lay has developed a new line of snack foods.
The company wants to place the products in as many
outlets as possible—grocery stores, vending machines,
convenience stores and restaurants. By doing so, Frito-Lay
is striving to achieve
distribution.
A) exclusive
B) variable
C) intensive
D) selective
E) collective
8. With regard to channel structure, the level of difficulty a
manufacturer experiences in getting retailers to purchase its
products is determined by the degree to which the
manufacturer has a strong brand, the relative power of the
manufacturer and retailer, and
A) the degree to which the channel is vertically
integrated.
B) the presence of an intensive distribution strategy.
C) the type of retailer selected.
D) the location of the retailer.
E) the degree to which the channel is horizontally
integrated
9. With
, the amount of merchandise sent to a store
is determined based on sales data captured by POS
terminals.
A) a personal selling marketing strategy
B) a just-in-time inventory system
C) a pull marketing strategy
D) vendor-managed inventory
E) a push marketing strategy
10.
If a marketing channel is to run efficiently, the
participating members must cooperate. Often, however,
supply chain members do not share the same goals and this
can lead to what is known as
conflict.
A) supply chain
B) intermediary
C) marketing management
D) distribution
E) channel