Q1. ________ involves charging a constant low price with few or no temporary price discounts.
a. High-low pricing
b. Penetration pricing
c. Cost-plus pricing
d. Everyday low pricing (EDLP)
e. Target return pricing
Q2. General Motors prices its automobiles to achieve a 15 to 20 percent profit on its investment. This approach is called ________.
a. target return pricing
b. value-based pricing
c. cost-plus pricing
d. low-price image
e. going-rate pricing
Q3. Which of the following statements about a break-even chart is true?
a. It is a tool marketers use to examine the relationship between supply and demand.
b. It is used to determine how the customer-perceived value changes with value-added pricing.
c. It uses variable costs, the unit price, and fixed costs.
d. It is a tool used to calculate fixed costs.
e. It shows the level of earnings a company has during an accounting period.
Q4. The simplest pricing method is ________.
a. going-rate and sealed-bid pricing
b. cost-plus pricing
c. break-even analysis
d. target return pricing
e. value-based pricing
Q5. It is most typical for producers who use captive-product pricing to set the price of the main product ________
and set ________ on the supplies necessary to use the product.
a. high; low markups
b. moderately; moderate markups
c. low; high markups
d. high; high markups
e. low; low markups
Q6. Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is most likely used?
a. optional-product pricing
b. captive-product pricing
c. by-product pricing
d. allowance pricing
e. product line pricing
Q7. When Circuit Town Electronics sets its televisions at three price levels of $699, $899, and $1,099, it is using ________.
a. target return pricing
b. product line pricing
c. market-penetration pricing
d. break-even pricing
e. market-skimming pricing
Q8. Busch Stadium in St. Louis charges different prices for seats in different areas of the ballpark, even though their costs are
the same. What is this form of pricing called?
a. penetration
b. location-based
c. skimming
d. product-form
e. time-based
Q9. Under which type of geographic pricing strategy does each customer pay the exact freight for the product from the factory
to its destination?
a. freight-absorption pricing
b. FOB-origin pricing
c. basing-point pricing
d. zone pricing
e. dynamic pricing
Q10. ________ are the sum of the ________ and ________ for any given level of production.
a. Fixed costs; variable; total costs
b. Break-even costs; fixed; total costs
c. Total costs; fixed; variable costs
d. Fixed costs; total; variable costs
e. Variable costs; fixed; total costs
Q11. When using price steps, the seller must establish perceived ________ that support the price differences among the
products in the line.
a. images
b. nonprice competition
c. value differences
d. quantity levels
e. strategies
Q12. Value-based pricing is the reverse process of ________ pricing.
a. variable cost
b. value-added
c. good-value
d. cost-plus
e. cost-based
Q13. Proud Pets, a producer of clothing and accessories for pets, has recently partnered with a regional chain of pet stores.
Which of the following would Proud Pets be LEAST likely to expect from its new channel member?
a. identifying raw materials and other productive inputs
b. promoting its products through advertising
c. distributing relevant marketing research information
d. negotiating on its products’ prices
e. assembling and packaging its products for final sale
Q14. A distribution channel is more than a collection of firms connected by various flows; it is a(n) ________ in which people and
companies interact to accomplish individual, company, and channel goals.
a. multichannel system
b. vertical marketing system
c. complex behavioral system
d. corporate marketing system
e. added value chain
Q15. In choosing a transportation mode for a product, shippers must balance the considerations of speed, dependability, cost,
and ________.
a. customer choice
b. availability
c. weight
d. distance
e. company reputation
Q16. Hybrid marketing systems are also called ________.
a. horizontal multichannel systems
b. administered franchises
c. multichannel distribution systems
d. dual distribution systems
e. contractual marketing systems
Q17. Producers benefit from using intermediaries because they ________.
a. refuse to store products for longer than a few days
b. bring a fresh point of view to strategy development
c. eliminate risk
d. are generally backlogged with orders
e. offer greater efficiency in making goods available to target markets
Q18. Steve’s Physco Skates sells its products to Wal-Mart, who then sells them to the consumer. This is an example of a(n) ________.
a. direct marketing channel
b. indirect marketing channel
c. corporate vertical marketing system
d. retailer channel
e. producer channel
Q19. Max Samuelson is a high-end fashion designer who markets his clothing lines through a limited number of highly
reputable retailers. Max uses ________.
a. exclusive distribution
b. full-line forcing
c. tying agreements
d. exclusive territorial agreements
e. exclusive dealing
Q20. Which of the following is an example of a manufacturer-sponsored retailer franchise system?
a. Starbucks operating within Target stores
b. Ford and its network of independent franchised dealers
c. fast-food restaurants such as McDonald’s and Burger King
d. motels such as Holiday Inn and Ramada Inn
e. licensed bottlers that bottle and sell Coca-Cola to retailers
Q21. In designing its marketing channel, Chairs for Every Occasion has moved from a make-and-sell view of its business, which
focused on productive inputs and factory capacity as a starting point for marketing planning, to a sense-and-respond view, which
begins instead with the needs of target customers. With this new view, Chairs for Every Occasion is developing its ________.
a. demand chain
b. wholesaler chain
c. vertical marketing system
d. supply chain
e. logistics
Q22. A distinguishing feature of a contractual VMS is that coordination and conflict management among the independent members
of the channel are attained through ________.
a. contractual agreements
b. working partnerships
c. agents and brokers
d. natural competitive forces
e. limited liability incorporation
Q23. Which of the following is an example of a multichannel distribution system?
a. J. C. Penney’s catalog and retail store sales
b. Starbuck’s location inside of book stores
c. a hotel providing guest privileges at a health spa across the street
d. Avon’s door-to-door distribution
e. Wal-Mart locating to several countries
Q24. Today, a growing number of firms now outsource some or all of their logistics to ________.
a. disintermediaries
b. third-party logistics providers
c. channel members
d. competitors
e. cross-functional teams
Q25. A growing number of outlet malls now feature upscale brands such as Coach, Polo Ralph Lauren, Dolce & Gabbana, and
Giorgio Armani. Which of the following are most likely to protest about this trend to the manufacturers of these brands?
a. department stores
b. agents
c. factory outlets
d. membership warehouses
e. brokers
Q26. A retailer that uses ________ creates realistic environments that encourage customers to try products before they buy them.
a. experiential retailing
b. atmosphere control
c. store differentiation and positioning
d. hypermarketing
e. product positioning
Q27. Most ________ retailers are significantly behind ________ retailers in global expansion.
a. American; European and Asian
b. Asian; African
c. European; American
d. African; Peruvian
e. Asian; American
Q28. In-store demonstrations, displays, contests, and visiting celebrities are all examples of ________.
a. public relations
b. sales promotions
c. advertising
d. agent promotions
e. direct marketing
Q29. ________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering
this level of service require customers to perform their own ‘locate-compare-select’ process in order to save money.
a. Full-service
b. Specialty-service
c. Self-service
d. Wholesale
e. Limited-service
Q30. ________ operate in warehouse-like facilities, sell a limited selection of items, and offer few frills. Customers pay annual
membership fees and are able to purchase goods at deep discounts.
a. Superstores
b. Factory outlets
c. Discount stores
d. Independent off-price retailers
e. Warehouse clubs
Q31. ________ includes all the activities involved in selling products or services directly to final consumers for their personal,
nonbusiness use.
a. Franchising
b. Disintermediation
c. Wholesaling
d. Retailing
e. Brokering
Q32. ________ retailers in the United States are growing faster than product retailers.
a. Merchant
b. Discount
c. Service
d. Off-price
e. Specialty
Q33. The main difference between ________ organizations and other contractual systems is that these systems are normally based
on some unique product or service.
a. independent
b. franchise
c. retailer cooperative
d. warehouse-club
e. voluntary chain
Q34. In the battle for ‘share of stomachs,’ some supermarkets are cutting costs and attempting to compete more effectively with
food discounters, while others are moving upscale, providing improved store environments and higher-quality food offerings.
These two different strategies represent differences in ________.
a. positioning
b. place decisions
c. retail technology
d. wholesaling
e. retail convergence
Q35. In order to ________, wholesalers can propose automatic reordering systems, set up management-training and advising
systems, or even sponsor a voluntary chain.
a. identify more profitable customers
b. determine product and service assortments
c. settle on pricing
d. build better relationships with customers
e. define their target markets
Q36. ________ are flourishing due to increased use of market segmentation and market targeting.
a. Off-price stores
b. Chain stores
c. Specialty stores
d. Discount stores
e. Superstores
Q37. Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business
companies are more likely to emphasize a ________ promotion strategy.
a. pull; push
b. continuity; pulse
c. push; pull
d. pulse; pull
e. pulse; continuity
Q38. One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.
a. interest and return
b. sales and profit
c. promotion and cost
d. communication
e. loyalty
Q39. Mariah Goldberg, a marketing manager for a manufacturer of children’s toys, is looking for ways to reach potential customers
who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for
Mariah to use?
a. direct marketing
b. public relations
c. sales promotions
d. brand contacts
e. personal selling
Q40. Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance
of ________.
a. using humor to capture audience attention and interest
b. media planning
c. implementing branded entertainment
d. the competitive-parity method of setting a promotion budget
e. the affordable method of setting a promotion budget
Q41. Suave ran ads featuring a woman with beautiful hair questioning ‘Suave or Matrix? Can You Tell?’ This is an example
of ________.
a. secondary advertising
b. comparative advertising
c. informative advertising
d. reminder advertising
e. buzz marketing
Q42. You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period
of time. This is an example of ________.
a. frequency
b. reach
c. impact
d. qualitative value
e. engagement
Q43. To succeed, an advertisement must ________.
a. have a significant budget
b. be placed during prime time
c. gain attention and be engaging
d. interrupt or disrupt
e. be high frequency
Q44. Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and
state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example
of the ________ function of public relations.
a. press relations
b. lobbying
c. development
d. product publicity
e. public affairs
Q45. ________ is the company’s most expensive promotion tool.
a. Mass media
b. Advertising
c. Public relations
d. Personal selling
e. Publicity
Q46. When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them
in the area of ________.
a. development
b. press relations
c. public affairs
d. lobbying
e. product publicity
Q47. To produce better communications consistency, a unified company image, and greater sales impact, some companies
employ a(n) ________.
a. media buyer
b. marketing communications director
c. advertising agency
d. public relations specialist
e. personal sales force
Q48. Which of the following are the three characteristics an advertising appeal should have?
a. meaningful, believable, and distinctive
b. humorous, memorable, and interesting
c. trendy, compelling, and appealing
d. unique, emotional, and entertaining
e. engaging, informative, and stylish
Q49. Which of the following best describes a salesperson who would be categorized as a value spendthrift?
a. believes management pursues a value-driven strategy
b. regularly gains more business at the same price
c. documents claims to customers about superior monetary value
d. explains to the firm that it needs more evidence of excellent value
e. concedes on price in order to quickly close sales deals
Q50. Pressure to increase short-term sales, less differentiated brands, declining advertising efficiency, and increasingly
deal-oriented customers are all factors contributing to the ________.
a. growth of sales promotion
b. decline of sales promotion
c. decline of personal selling
d. decline of customer relationships
e. growth of personal selling
Q51. Of the major consumer promotion tools, which is the most effective for introducing a new product or creating excitement
for an existing one?
a. samples
b. coupons
c. cash refunds
d. rebates
e. advertising
Q52. A salesperson who researches a company’s buying styles and product line is most likely in the ________ stage of the
selling process.
a. presentation
b. prospecting
c. preapproach
d. closing
e. approach
Q53. Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation.
a. quotas
b. plans
c. reports
d. contests
e. teams
Q54. Of the main consumer promotion tools, which is the most costly?
a. advertising
b. billboards
c. coupons
d. samples
e. cash refunds
Q55. Manufacturers direct more sales promotion dollars toward ________ than to ________.
a. consumers; retailers
b. retailers; wholesalers
c. retailers and wholesalers; consumers
d. customers; wholesalers
e. mature consumers; teenagers
Q56. Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer?
a. coupons
b. samples
c. cents-off deals
d. cash refunds
e. promotional products
Q57. Which of the following is the term for the individuals in a company who travel to call on customers in the field?
a. product sales force
b. outside sales force
c. complex sales force
d. customer sales force
e. inside sales force
Q58. At Finley’s Fine Goods, members of the sales force and marketing department tend to have disagreements when things
go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople
blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management
at Finley’s Fine Goods take to help bring the sales and marketing functions closer together?
a. establish a complex sales force structure
b. create an inside sales force
c. employ a chief revenue officer
d. establish a customer sales force structure
e. adopt a sales force automation system
Q59. Which sales management tool shows a salesperson which customers and prospects to see during the next 12 months and
in which months, as well as which activities to carry out?
a. time-and-duty analysis
b. annual call plan
c. sales force automation system
d. positive incentives plan
e. sales quota plan
Q60. Which of the following best explains why many companies are adopting the team selling approach to service large, complex
accounts?
a. Salespeople prefer working in groups because of the opportunity for flex hours and job sharing.
b. A group of salespeople assigned to one account is cost effective for corporations.
c. Products have become too complicated for one salesperson to support.
d. Fewer skilled salespeople are working in the high-tech industry.
e. Customers prefer dealing with many salespeople rather than one salesperson.
Q61. A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed
a(n) ________ that will have fewer turnovers and higher sales force performance.
a. sales structure
b. workload
