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| 1 | |
In the _____ is the stage of the management process when a manufacturer of audiobooks might attempts to market its books to an older customer in addition to its current market, which is people who have visual problems. |
| | A) | implementation |
| | B) | mobilization |
| | C) | planning |
| | D) | organization |
| | E) | control |
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| 2 | |
A large flower distributor operates three sales forces-one is in Latin America, one is in the eastern United States, and one sells in eastern Canada. The organizational structure used by this company is specialization by: |
| | A) | geographical territories |
| | B) | customer type |
| | C) | customer sales volume |
| | D) | industry |
| | E) | product |
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| 3 | |
It was a cold morning, and the Weather Channel had predicted a colder night when Kendra purchased her new electric blanket. She cut it on ten minutes before she was ready to go to bed. When she crawled under the blanket, the sheets were not toasty warm as she had anticipated. In fact, the blanket was not working. Under a(n) _____, Kelly can return the blanket and either get her money back or a replacement blanket. |
| | A) | transactional |
| | B) | express |
| | C) | contractual |
| | D) | implied |
| | E) | nonbinding |
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| 4 | |
Christopher has just purchased a new pair of shoes, which he has removed from the box along with a silica packet designed to keep the shoes from being affected by humid conditions. He laughed when he saw the words "Not for human consumption" on the small pack of silica. The words were placed on the pack to: |
| | A) | ward off product liability claims |
| | B) | eliminate problems associated with express warranties |
| | C) | create a perception of postsale service |
| | D) | reduce the significance of implied warranties |
| | E) | create product differentiation |
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| 5 | |
Which of the following statements about how customer complaints are handled is true? |
| | A) | One of the most common gripes among consumers is deceptive sales methods. |
| | B) | Customers become particularly aggravated if they can't voice their complaints and get their problems solved. |
| | C) | A majority of consumers are dissatisfied with the way their complaints are resolved. |
| | D) | Prompt, efficient handling of complaints can restore a customer's confidence in a firm. |
| | E) | All of the above statements about how customer complaints are handled are true. |
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| 6 | |
The marketing audit: |
| | A) | is also called a SWOT analysis |
| | B) | should be conducted annually |
| | C) | is an essential element in the total evaluation of a company |
| | D) | should be used to diagnose marketing problems, not to create a prognosis for future problems |
| | E) | is accurately described by all of the above |
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| 7 | |
Which of the following graphical images most effectively describes the relationship among the management tasks? |
| | A) | a matrix |
| | B) | a pyramid |
| | C) | a straight line |
| | D) | a circle |
| | E) | a cube |
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| 8 | |
Pittman & Davis is a company that sells gift boxes of grapefruit. After a recent study of their customers, they realize the majority of their business comes from a small number of organizations that regularly give grapefruit gift boxes to their customers to show their appreciation. Which of the following terms can be applied to their discovery? |
| | A) | the iceberg principle |
| | B) | the 80/20 principle |
| | C) | the primacy effect |
| | D) | the equity theory |
| | E) | synergistic marketing efforts |
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| 9 | |
The final step in the evaluation process is to: |
| | A) | decide what to do about what happened to the company's original plans |
| | B) | write an executive statement of explanation |
| | C) | determine what specific factors influenced the implementation of the company's plans |
| | D) | find out exactly what happened |
| | E) | determine how the evaluation will be conducted |
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| 10 | |
The major obstacle encountered in market-share analysis is: |
| | A) | information overload |
| | B) | gathering a large enough sample to provide usable data |
| | C) | the comprehension of required computer simulations |
| | D) | determining the impact of environmental factors on sales |
| | E) | obtaining total industry sales figures in sufficient detail |
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| 11 | |
Which of the following is the best example of a direct cost that would be used in a marketing cost analysis for a manufacturer of plastic pipes used by plumbers, farmers with irrigation systems, electricians, and greenhouse manufacturers? |
| | A) | the CEO's salary |
| | B) | utility costs |
| | C) | the cost of advertising space in a trade magazine targeted to plumbers |
| | D) | the cost of an executive retreat |
| | E) | the cost of remodeling the front offices to make them handicapped-accessible |
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| 12 | |
Indirect costs are also called: |
| | A) | fixed costs |
| | B) | amortized earnings |
| | C) | variable costs |
| | D) | overhead |
| | E) | contribution margins |
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| 13 | |
In the full-cost approach to cost analysis,: |
| | A) | only direct expenses are allocated to each marketing unit being analyzed |
| | B) | all direct and indirect expenses are allocated to each marketing unit being analyzed |
| | C) | no marketing unit is ever revealed to be a non-contributor to overhead |
| | D) | direct expense equals the contribution margin |
| | E) | only indirect expenses are allocated to each marketing unit being analyzed |
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| 14 | |
A(n) _____ occurs when many orders are below their break-even point. |
| | A) | small-order problem |
| | B) | 80/20 dilemma |
| | C) | revenue stagnation |
| | D) | linear regression |
| | E) | marketing audit |
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