1. Choosing a name for a brand
A. is easy once a company does the research.
B. may be complicated by the legal restrictions in several states that require the corporate name to be included.
C. is serious business, and humorous names have been shown to detract from the brand.
D. may depend on the usage and performance of the product.
2. When marketers need to address changing market conditions or when strategies evolve or refocus, one option they should consider is
A. investing in a completely different product until the market stabilizes.
B. deleting product lines or categories.
C. controlling the market conditions.
D. adding new sources to capitalize on the existing marketing mix.
3. When the management or owners of a service establishment have a different idea than the customers do about the expectations and service standards, the firm most likely has a _______ gap.
A. delivery
B. knowledge
C. standards
D. Perspective
4. Marketers study _______ to see how new products are being customized or adapted and to discover new trends in the marketplace.
A. reverse engineers
B. laggards
C. market testers
D. lead users
5. Which of the following is a correct statement about the practice of public relations?
A. The practice of public relations has become more and more attractive, although the costs are often prohibitively high.
B. The practice of public relations is effective for only large organizations.
C. The practice of public relations has changed from a marketingresearch based approval to a more proactive approach.
D. The practice of public relations should be included in marketing strategy and plans, even if it generates only media attention and
goodwill.
6. When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but wasn't as concerned about control in smaller areas of the country. Motorola probably used _______ in major urban areas and manufacturer's reps in smaller areas of Mexico.
A. customer relationships
B. independent agents
C. a company sales force
D. order takers
7. Rodney is an effective sales representative who combines the technology inherent in his CRM system with a high-touch approach, in which he
A. focuses on the important transactions instead of trying to develop relationships that take more time than they're worth.
B. uses the data mining capacity to focus exclusively on high-potential clients.
C. uses an auto-dialer to cut down on the time it takes to place calls to clients and prospects.
D. frequently calls clients and prospects to share news with them while not always trying to sell something.
8. Which of the following is the best example of puffery?
A. "You've tried the rest, now try the best."
B. "Happy hour every Friday."
C. "All natural ingredients."
D. "Take two and call us in the morning."
9. Many retailers, like Best Buy, have reduced their use of _______ because of complaints from consumers and lawsuits claiming firms didn't fulfill them.
A. sweepstakes
B. deals
C. rebates
D. premiums
10. Bill has recently been promoted to a sales management position. He has been an effective representative, but his strengths and educational background are in management. He's about to begin his first salesperson recruitment campaign, and he knows the most important activity in the recruitment process is to
A. check references to determine why the recruit was leaving his current position.
B. make sure the application forms are filled out correctly.
C. determine exactly what the salesperson will be doing and what traits and abilities are needed to succeed.
D. run a credit check to ensure the recruit did have any hidden problems.
11. Josh stays connected to his world by his cell phone. He reads newspapers or magazine only occasionally. If you were a marketer with just the right product for Josh, you should probably try
A. personal selling.
B. e-marketing.
C. m-commerce.
D. telemarketing.