Q1) In questionnaire design, a question such as "When was the first time you went to a dentist?" suffers from the problem of a question:

A. that steers respondents to a particular response.

B. that asks two questions at once.

C. that is complex and something respondents may be unfamiliar with.

D. that is sensitive, that respondents are reluctant to answer.

E. respondents cannot easily or accurately answer.

Q2) In many market situations, word-of-mouth referrals are a very effective source of new customers. Marketers often encourage referrals as a _______________ growth strategy.

A. product proliferation

B. diversification

C. product development

D. market penetration

E. market development

Q3) According to purchasing power parity theory, if ____________ is/are in equilibrium, products will cost the same in each country.

A. imports and exports.

B. interest rates.

C. exchange rates.

D. domestic products.

E. consumer spending.

Q4) After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider:

A. ease of pricing control and number of promotional outlets.

B. the number of competitors, entry barriers, and product substitutes.

C. mass marketing distribution potential and logistical support.

D. the current size of the market and expected growth rate

E. all of the above.

Q5) Marketers want their firms to develop excellent supply chain management and strong supplier relations so they can:

A. use their power and control within the supply chain to compel weaker members of the supply chain to accept less favorable terms and agreements.

B. develop information not available to others on strategic moves to help with its own acquisitions and pricing.

C. control prices and lock-in margins.

D. create competitive advantages.

E. persuade stores to refuse to carry competitors' products.