1. The stereotypical real estate agent uses tactics like bargaining and high pressure to get customers to buy. This is an example of the ________ orientation.

A) production

B) sales

C) marketing

D) customer

E) relationship

1. Today many retailers create apps that customers can download to their smartphones or tablets to be up-to-date on the company’s offerings. In the context of situation analysis, which of the following macro-level external environmental factors does this exemplify?

A) Economic factors

B) Natural factors

C) Technological factors

D) Political, legal, ethical factors

E) Sociocultural/demographic factors

1. Oxy fast-food restaurants are primarily located in a shopping center. The restaurants experienced growth in their first five years. The owner realizes that expanding restaurants could be difficult. Therefore, he decides to remain current activities. As such, what generic strategy is adopted by the owner?

A) retrenchment

B) stability

C) diversification

D) growth

E) differentiation

1. The sales manager at a company wants to keep informed, so he collects, analyzes, and stores data from the macro environment on a continuous basis. This illustrates the concept of ________.

A) portfolio analysis

B) exploratory research

C) marketing intelligence

D) probability sampling

E) mechanical observation

1. Nielsen Research Firm is testing customers’ reaction towards a new advertising campaign for Mcdonald New Sandwiches. The researchers use eye cameras to track movement of the consumers’ eye on the advertisement so that they can monitor what customers are focusing on the advertisement. This is known as ____________market research.

A) in-depth interviews

B) mechanical devices

C) behavioral measures

D) structured surveys

E) focus groups

1. Apex Jerseys, a manufacturer of sports apparel and sports equipment, has experienced a sharp drop in sales over the last quarter. The marketing manager asks the marketing research department to investigate this alarming development. The first step taken by the researchers in their process should be to ________.

A) design a questionnaire to gather pertinent data

B) decide which statistical procedure to use

C) determine sources of internal secondary data

D) identify the sample of customers to survey

E) formulate a specific research problem

1. Before Gabriel bought a camera, he reviewed magazines, solicited opinions from friends and families, conducted online searches, and tested out different cameras in the store. This is an example of a(n) ________.

A) extensive information search

B) end-user investigation

C) minimal information search

D) low involvement purchase

E) internal information search

1. Which of the following statements is true about customer relationships in business markets?

A) A strong impersonal relationship with customers is critical in maintaining one’s business.

B) One-on-one personal communication is the most important tool in developing and maintaining customer relationships.

C) An impersonal relationship in B2B markets often connotes a greater emphasis on technology.

D) Customers demand not only an impersonal relationship with their vendors but also an efficient one.

E) Customers prefer direct communication mediums such as e-mail and direct mail for any correspondence.

1. Maryanne noticed that one of the manufacturing teams lost productivity over a six-month period. She puts together a document that describes the productivity loss and does a study to determine the cause. She finds that one of the key machines in the process breaks down often. Maryanne asks several machine manufacturers to come in to make proposals for new machines. Maryanne is playing the role of a(n) ________.

A) influencer

B) gatekeeper

C) initiator

D) arbitrator

E) reseller

1. Informing and educating the target audience about the product’s benefits and features is part of the communication strategy in the ________ phase of the product life cycle.

A) introduction

B) growth

C) maturity

D) decline

E) regression

1. When products like cell phones are promoted as a safety device for working women and moms, this demonstrates that one way to find “new” markets is to ________.

A) develop product penetration strategies

B) sell added benefits to the existing customers

C) reposition the existing products targeting different customer segments

D) alter the cost so more people can afford the product

E) create advertisements targeting working women and moms

1. Which group of adopters include prime candidates for beta testing and represent a good source of feedback late in the product development process or early in the product launch phase?

A) innovators

B) laggards

C) early adopters

D) late majority

E) early majority

1. Yoshi is trying to explain to one of her ticket counter associates the differences in price associated with concert tickets. She explains that the lowest-priced tickets are for the least desirable seats and the highest-priced tickets are for the most desirable seats, with the rest of the ticket prices falling somewhere in between. Yoshi is describing ________ pricing.

A) product line

B) captive

C) odd/even

D) reference

E) prestige

1. HP sells an inexpensive printer for an entry-level user, but the printer cartridges that need continual replacement are fairly expensive. This demonstrates the concept of ________.

A) product line pricing

B) captive pricing

C) price bundling

D) reference pricing

E) prestige pricing

1. One rationale for establishing a price skimming objective is that ________ lends status to a product or brand by virtue of a price relatively higher than the competition.

A) product line pricing

B) captive pricing

C) price bundling

D) reference pricing

E) prestige pricing