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1. The macroenvironment of a firm refers to factors such as . A) corporate; training needs B) customer; pricing strategies C) internal; corporate social responsibility D) external; technological advances E) competition; supply chain disruptions 2. When we discuss a firm's primary strengths and how these satisfy consumer needs, this is referring to in the consumer's immediate environment. A) local competition B) company capabilities C) demographics D) corporate partners E) local culture 3. Market research firms can provide information indicative of human population segments such as age, gender, race and income. This information can provide marketers with a "snapshot" of the typical consumer in a specific target market and are collectively referred to as A) psychographics. B) macroenvironmental factors. C) demographics. D) microenvironmental factors. E) generational cohorts 4. The marketing of services differs from product marketing because services are A) intangible, inseparable, heterogeneous and perishable. B) inseparable, variable, transitory and intangible. C) intangible, inseparable, heterogeneous and resistant to the practice of marketing. D) intangible, inseparable, variable and professional. E) intangible, inseparable, domestic and perishable 5. Which of the following firms is most likely to experience heterogeneity regarding its quality? A) a cereal manufacturer B) an online ticket broker C) a self-serve gas station D) a fine dining restaurant E) a water refinery 6. The zone of tolerance identifies A) the difference between what a customer really wants and what the customer is willing to accept before going elsewhere. B) correlation between the price of a service and the satisfaction received from that service. C) the difference between what the company promotes and what it actually delivers. D) the full range of service delivery performance. E) the variation in service positioning. 7. Firms can attempt to close a standards gap by A) explaining to a dissatisfied customer where he or she is confused. B) educating consumers as to what is acceptable performance. C) setting appropriate service standards and measuring service performance. D) using Internet-based production scheduling to increase service quality. E) developing and promoting socially responsible service policies 8. With regard to service recovery, fairness pertains to a customer's perception of the benefits he or she received compared with the costs. A) procedural B) monetary C) distributive D) equitable E) perceived 1 . 1. Paul bought a laptop computer for personal use— mainly gaming—and another one for use in his consulting business. How would you classify his purchases? A) Both were B2C purchases. B) Both were B2B purchases. C) The first was a B2C purchase, and the second was B2B. D) The first was a B2B purchase, and the second was B2C. E) The first was a C2C purchase, and the second was B2C 1 . 2. The B2B buying process is similar to the B2C process, though it differs in many ways. For example, the B2B equivalents of the Information Search and Alternative Evaluation steps of the B2C buying process are A) simpler and less detailed. B) internal functions of a firm and of little interest to the marketer. C) more formal and structured. D) not as important, and therefore, often not used. E) merged together in one step 1 . 3. George heads the small bakery within a large-volume supercenter. However, the store manager thinks they should be offering decorated cakes in addition to coffeecakes, breads and pastries. Before any purchase orders are completed, George is asked if his bakery staff can handle the workload, and what equipment and supplies they may need to produce this new item. In this case, George is the in the buying process. A) influencer B) initiator C) purchaser D) decider E) gatekeeper 1 . 4. Which type of buying center uses one person to make a decision, but solicits input from others before doing so? A) autocratic B) democratic C) consensus D) egalitarian E)consultative 1 . 1. Department store is best described as: A. Limited merchandise with service in a small store B. C. D. E. Broad variety and deep assortment Broad variety at low prices Full line, limited very low prices Narrow but deep assortment 2 . 2. Category Specialist store is best described as: A. Limited merchandise with service in a small store B. C. D. E. Broad variety and deep assortment Broad variety at low prices Full line, limited very low prices Discount with narrow but deep assortment 3 . 3. Category Specialist store is best described as: A. B. C. D. E. Limited variety with many locations Limited assortment with little service Limited nonfood items with a wide selection of food SKUs Broad variety at low prices Broad variety and depp assortment 4 4. Victoria . Secret is a: A. B. C. D. E. Department store Specialty store Extreme Value store Off price store Category specialist store 6 . 5. Best Buy is a: A. B. C. D. E. Department store Specialty store Extreme Value store Off price store Category specialist store 6 6. Big Lots . is a: A. Department store B. C. D. E. Specialty store Extreme Value store Off price store Category specialist store 7. Frito-Lay has developed a new line of snack foods. The company wants to place the products in as many outlets as possible—grocery stores, vending machines, convenience stores and restaurants. By doing so, Frito-Lay is striving to achieve distribution. A) exclusive B) variable C) intensive D) selective E) collective 8. With regard to channel structure, the level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the manufacturer has a strong brand, the relative power of the manufacturer and retailer, and A) the degree to which the channel is vertically integrated. B) the presence of an intensive distribution strategy. C) the type of retailer selected. D) the location of the retailer. E) the degree to which the channel is horizontally integrated 9. With , the amount of merchandise sent to a store is determined based on sales data captured by POS terminals. A) a personal selling marketing strategy B) a just-in-time inventory system C) a pull marketing strategy D) vendor-managed inventory E) a push marketing strategy 10. If a marketing channel is to run efficiently, the participating members must cooperate. Often, however, supply chain members do not share the same goals and this can lead to what is known as conflict. A) supply chain B) intermediary C) marketing management D) distribution E) channel