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Text:
Marketing Management
13th Edition, 2r:)f:
ISBN-10: 0136000980
Authors:
Publisher:
Philip Kotler ano KeVT Keller
Prentice Ha.i
nt
Multiple Choice Questions (Enter your answers on the enclosed answer sheet)
1)A(n)
need is one that motivates the consumer but that the consumer
is reluctant or unwilling to explicitly verbalize.
A)
B)
C)
D)
E)
2)The
real
delight
unstated
secret
stated
is practiced most aggressively with unsought goods, goods that
buyers normally do not think of buying, such as insurance, encyclopedias, and
cemetery plots.
A)
B)
C)
D)
E)
3)The strength of the
production concept
product concept
sell i ng concept
marketing concept
holistic marketing concept
depends on the mutually profitable business
relationships built by the company and its supporting stakeholders.
A)
B)
C)
D)
E)
sales network
supply chain network
integrated network
marketing network
holistic union
4)
activities include those the company undertakes to make the product
accessible and available to target customers.
A)
B)
C)
D)
E)
Consumer behavior
New-product development
Market segmentation
Marketing research
Channel
5) Julia hates smoking and is willing to pay an extra tax just to help eliminate
smoking in her city. She is exhibiting
with respect to smoking.
A)
B)
C)
D)
E)
latent demand
declining demand
negative demand
nonexistent demand
unwholesome demand
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Marketing Management
6) When Volvo runs
advertisements suggesting that it is the safest car money can
buy, it is engaging in which of the following forms of marketing programming?
A) Positioning
B) Public relations
C)Market segmentation
0) Technological
E) Service
7)The firm should estimate its competitors' costs and performances as _____________ _
against which to compare its own costs and performance.
A) challenges
B) standards
C) competition
0) moveable standards
E) benchmarks
8)We can say that a
has three characteristics: (1) It is a source of
competitive advantage in that it makes a significant contribution to perceived
customer benefits; (2) it has applications in a wide variety of markets; and (3)
it is difficult for competitors to imitate.
A) core technology
B) winning strategy
C)core competency
0) business strategy
E) strategic business unit
9)Most large companies consist of four organizational levels: the
division level, the business unit level, and the product level.
A) strategic level
B) board of director level
C) corporate level
0) major stakeholder level
E) management team level
10) Which of the following terms matches to the phrase "it is a single business
or collection of related businesses that can be planned separately from the
rest of the company"?
A) growth busi ness unit
B) diverse business unit
C)specialized business unit
0) niche market unit
E) strategic business unit
2
, the
11) When a customer places an order at BookBox.com, the company processes
the customer's payment information, sends the order to the nearest ware
house, and ships the order via Fed Ex. This is best described as the
A) new-offering realization process
B) customer acquisition process
C)customer relationship management process
0) fulfillment management process
E) market-sensing process
12) Through its cutting-edge point-of-sale inventory management technology and
highly efficient shipping practices, Wal-Mart is able to keep its inventory and
logistics costs extremely low and to pass these cost savings on to consumers
in the form of low prices. Wal-Mart's strategy is best described as _____________ _
overall cost leadership
integrative growth
differentiation
market development
E) focus
A)
B)
C)
0)
13) According to the 2000 census, the U.S. population of 276.2 million was
72 white and
African American. The remainder consisted of
Hispanic Americans and other minorities.
A) 11
B) 13
C)15
0) 18
E) 20
14)Consumer expenditures are affected by _________ _
A) savings
B) credit availability
C) debt
0) all of the above
E) none of the above
15) Today, corporations need to make sure that they are good corporate citizens
and that their consumer messages are honest in order to positively align themselves with consumers'
---
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Marketing Management
A) views of the universe
B) views of organizations
C)views of themselves
0) views of society
E) views of others
16) Elance.com is a service provider that allows contractors to describe their level
of satisfaction with subcontractors. This is an example of a(n) ___________ _
A) customer complaint site
B) combo site offering customer reviews and expert opinions
C) public blog
0) independent customer goods and service review forum
E) distributor or sales agent feedback site
17) In response to the U.S. income distribution trend toward
, LeviStrauss introduced premium Levi's Capital E line to upscale retailers and the
less-expensive Levi Strauss Signature line to mass-market retailers.
A) low and high incomes, with a shrinking middle income segment
B) very low and very high incomes
C) very low incomes
0) mostly low incomes
E) mostly medium incomes
18) William rose rapidly in his organization and was the youngest CEO in the
company's history. William would be characterized as a ___________ _
A) reaper
B) taker
C)seeker
0) maker
E) preserver
19) If a marketi ng researcher wished to reach people who wou Id not give personal
interviews or whose responses might be biased or distorted by the interviewers, he or she should choose the
as the best way to reach people.
A) focus group interview
B) online interview
C)mail questionnaire
0) cell phone interview
E) telephone interview
4
Market
i
nt
20lThe
phase of marketing research is generally the most expensive and
the most prone to error.
A)
B)
C)
D)
E)
data collection
research objectives
questionnaire design
research planning
interview design
21) According to marketing consultant Pat LaPointe, the
measurement
pathway of the marketing dashboard reflects what marketers know about sales
volumes, the marketing cost per unit sold, and where and how margin is opti
mized.
A)
B)
C)
D)
E)
customer metrics
unit metrics
productivity metrics
cash-flow metrics
brand metrics
22) There are several methods for assessing market potential. Which of these
methods do business marketers prefer?
A)
B)
C)
D)
E)
Brand-development index method
Purchase-profitability index
Market-test index
Multiple-factor index method
Market-bui Idup method
23) As one marketing executive noted,
are " ... the most cost-effective,
quickest, dirtiest way to get information in rapid time on an idea."
A)
B)
C)
D)
E)
scanners
in-store interviews
surveys
tele-us machines
focus grou ps
24) If a questionnaire says "Small college classes are better places to learn ef
fectively: (choose) 1_ Strongly disagree, 2 _ Disagree, 3_ Neither agree nor
disagree, 4_ Agree, 5_ Strongly agree," the researcher would be using which
of the following to discover data?
A)
B)
C)
D)
E)
Thematic Appreciation Test (TAT)
Dichotomous question
Semantic differential
Likert scale
Multiple choice
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Marketing Management
25)
is the difference
between the prospective customer's evaluation of
all the benefits and all the costs of an offering and the perceived alternatives.
A) Failure avoidance rate
B) Perceived usefulness
C)Customer-perceived value
0) Report rating
E) Competitors' market share rat
26) Typically, _________ gains the most benefit from introducing a frequency program.
A) the fast follower, who is second to introduce a frequency program in an industry,
B) the first company to introduce a frequency program in an industry
C) the industry sales leader
0) the low-cost leader in the industry
E) the niche player in the industry
27) A
would contain such items as past volumes, prices, profits, buyer,
status of current contacts, and an assessment of competitive strengths and
weaknesses.
A) contact list
B) customer mailing list
C)general corporate database
0) business database
E) customer database
28)Using his company's
allows a telemarketer to respond to customer
inquiries more effectively because he or she can see a total picture of the
customer relationship.
A) data warehouse
B) corporate database
C) call back list
0) call rejection list
E) Better Business Bureau contacts
29)AII of the following are examples of the perils of CRM EXCEPT __________ _
implementing CRM before creating a customer strategy
assuming more CRM technology is better
stalking, not wooing, customers
the enormous cost that might eventually drain significant profits from the
organization
E) rolling out CRM before changing the organization to match
A)
B)
C)
0)
6
nt
30) People choose proaucts that reflect and communicate their role and actual or
desired
in society.
A) attitudes
B) group
C) bel iefs
D) feelings
E) status
31)
portrays the "whole person" interacting with his or her environment.
A)
B)
C)
D)
E)
Subculture
Attitude
Reference group
Lifestyle
Culture
32) Anne prefers Yoplait strawberry yogurt over other brands. When she decides
to try a different flavor, she picks another Yoplait yogurt because she bel ieves
that, if the strawberry flavor is good, other Yoplait flavors must be good as
well. This behavior is best described as _________ _
A)
B)
C)
D)
E)
general ization
heuristic thinking
discrimination
associative networking
self-actualization
33)Marketers who target consumers on the basis of their
believe that,
with appeals to people's inner selves, they can influence purchase behavior.
A)
B)
C)
D)
E)
sophistication
time famine
core values
social class
opinions
34)
can work to the advantage of marketers with strong brands when
consumers make neutral or ambiguous brand information more positive.
A)
B)
C)
D)
E)
Selective distortion
Selective choice
Selective attention
Selective embellishment
Selective retention
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Marketi ng Management
35) Ultimately, the amount of steel
sold to General Motors depends on the consumer's demand for GM cars and trucks. From the standpoint of the steel
manufacturer, which of the following demand forms is most pertinent?
A)
B)
C)
D)
E)
I nelastic demand
Static demand
Relational demand
Derived demand
Geographic demand
36) In order to successfully develop customer reference stories, firms should
A)
B)
C)
D)
E)
use very few direct customer quotes
state the customer's needs in compelling terms
describe the company's solution in terms of products and services
avoid referencing the barriers to satisfying customer needs
focus on qualitative results
37) Xerox offers a
approach to prospective clients when it offers a complete turnkey solution, including the operation and management of the client's
information and communication need.
A)
B)
C)
D)
E)
direct buying
supply buying
pri mary buyi ng
systems buying
co-op buyi ng system
38) Using the
form of solution selling, w.w. Grainger employees work at
large customer facilities to reduce materials-management costs.
A)
B)
C)
D)
E)
8
solutions to reduce customer costs
solutions to decrease customer risks
solutions to alter corporate culture
solutions to enhance customer revenues
sol utions to partnersh i ps
39) The closest re'a:,onships between customers and suppliers arise when
A) there are many undifferentiated vendors in the marketplace
B) supply is important to the customer
C) procurement is simple
0) the customer is highly price sensitive
E) all of the above
40) The argument for
marketing is that it creates the largest potential
market, which leads to the lowest costs, which in turn can lead to lower prices
or higher margi ns.
A) differentiated
B) macro
C) mass
0) niche
E) micro
41)A
consists of two parts: a naked solution and discretionary options.
A) flexible market offering
B) differentiated market offering
C)vertical market offering
0) rigid market offering
E) horizontal market offering
42) Rock band Foo Fighters created a digital street team that sends targeted
e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using
eration Y.
to reach Gen-
A) online buzz
B) computer games
C)unconventional sports
0) cool events
E) student ambassadors
43) A company can be said to have used
if the company distinguished
among customers ouying on the basis of price, service, and quality.
A) global segmentation
B) microsegmentation
C)strategic segmentation
0) macrosegmemation
E) short-term segmentation
9
44) During which step of the
segmentation process would the marketer group
customers into segments based on similar needs and benefits sought by the
customer in solving a particular consumption problem?
A)
B)
C)
D)
E)
Step 6 segment "acid test"
Step 2 segment identification
Step 7 marketing-mix strategy
Step 1 needs-based segmentation
Step 3 segment attractiveness
45) Three pillars that point to the brand's future value, rather than just reflecting
its past, are differemiation, energy, and relevance. Differentiation, energy, and
relevance combine to determine what is called brand ________ _
A)
B)
C)
D)
E)
strength
image
depth
knowledge
position
46) According to the BRANDZ model of brand strength, brand building involves
a sequential series of steps. Which of these steps would address or answer the
question "Do I know about it?"
A)
B)
C)
D)
E)
relevance
advantage
bonding
presence
performance
47) All of the following are considered to be among the "six brand building
blocks" EXCEPT ______ _
A)
B)
C)
D)
E)
brand performance
brand pride
brand feelings
brand imagery
brand salience
48) Brand names are not the only important brand element. Often,
more important it is that brand elements capture the brand's intangible characteristics.
A)
B)
C)
D)
E)
10
the less concrete brand benefits are
the more concrete brand benefits are
the more varied brand perceptions are
the more sophisticated brand benefits are
the less varied brand perceptions are
, the
Marketi
ment
49) Marketers C" ':'umain Dew created the multi-city Dew Action Sports Tour
where athletes compete in skateboarding, MBX, and freestyle motocross
events to establish a meaningful
with its 12-24-year-old target market.
A)
B)
C)
D)
E)
brand asset
internal brand
brand salience
brand element
brand contact
50) To achieve a ooint-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is "
that dimension.
A)
B)
C)
D)
E)
" on
good enough
neutral
marginal
most excellent
service based
51) Which of the following common product life-cycle patterns would be characterized as being one where sales grow rapidly when the product is first introduced and then fall to a "petrified" level that is sustained by late adopters
buying the product for the first time and early adopters replacing the product?
A) Cycle-recycle pattern
B) Inverse-cycle pattern
C) Scalloped pattern
D) Reverse-cycle pattern
E) Growth-slump-maturity pattern
52) In the decline e-rase of the product life cycle, if a firm "milks" the firm's
investment to recover cash quickly, it is using a strategy called __________ _
A)
B)
C)
D)
E)
abandonment
harvesting
position i ng
psychological divestment
reverse engineer ng
53) While looking a series of special-case product life cycles, you observe that
one of the life cycles has had a rapid growth in sales resulting in a severe peak
of the sales curve to.rowed by a rapid decline. Which of the following product
life-cycle curves IS most likely represented by the above illustration?
11
Marketing Management
A)
B)
C)
D)
E)
Style I ife cycle
Niche life cycle
Techno life cycle
Fad life cycle
F ash ion life cyc Ie
54) As an entrepreneur you have decided to launch two products simultaneously
to capture two different parts of the market. You are employing a(n) ____________ _
A)
B)
C)
D)
E)
single-niche strategy
multiple-niche strategy
standardization strategy
adaptive strategy
mass-market strategy
55) A segment is unattractive if the company's suppliers are able to raise prices
or reduce quantity supplied. Which of the following is the best illustration of
the threat of suppliers' growing bargaining power?
McDonald's is the .argest fast-food franchise and is still growing.
Sears unsuccessfully attempted to compete with Wal-Mart and Kmart.
Wal-Mart has almost no competitors in its marketspace.
Oil companies rrust purchase a significant amount of their product from
OPEC.
E) The U.S. Post Office has merged package operations with Fed Ex.
A)
B)
C)
D)
56) A firm that IS willir-g to maintain its market share and not rock the boat is
known as a _____ _
12
A)
B)
C)
D)
E)
market entrant
market nicher
market leader
market challenger
market follower
57)
defense Involves occupying the most desirable market space in the
minds of the const.rners, making the brand almost impregnable.
A)
B)
C)
D)
E)
Mobile
Preemptive
Position
Flank
Contraction
nt
58) All of the :c : "'Ig are considered market follower strategies EXCEPT
A) imitator
B) adapter
C) innovator
0) counterfeiter
E) cloner
59) When a buyer thinks of performance running shoes, the first name that comes
to mind is Nike. Ir this example, Nike has a high ____________ _
A) share of mind
B) share of innovation
C) share of heart
0) share of pocketbook
E) share of marker
60) Most products can be offered with varying ______________ that supplement its basic
function.
A) reliability
B) features
C) forms
0) conformance qualities
E) none of the above
61) Companies normally develop product lines rather than single products and require sellers to establish
quality differences between price steps
within the line.
A) monetary
B) imaginary
C)perceived
0) actual
E) none of the aoove
62)Many sellers offer either general or specific guarantees. Guarantees reduce the
buyer's
risk.
A) perceived
B) real
C)implied
0) stated
E) actual
13
Marketing Management
63) If the Porsche 911 IS designed to
accelerate to 60 miles per hour within
10 seconds, and every Porsche 911 coming off the assembly line does this,
the model is said to have high ________ _
A)
B)
C)
D)
E)
durability
reliability
conformance quality
style
repairability
64) Services cannot be seen, tasted, felt, or heard before they are bought. To
reduce uncertainty, buyers will look for evidence of quality. They will draw
inference about quality from place, people, and price they see. Therefore, the
service provider's task is to "
"
A)
B)
C)
D)
E)
provide high tOUC'l, high price
manage the evidence
communicate value
go full speea aneaa
none of the above
65) There is a(n)
where consumer perceptions on a service dimension
would be deemec satisfactory, anchored by the minimum level consumers
would be willing to accept and the level that customers believe can and
should be delivered.
A) value definition
B) zone of tolerance
C) empathy
D) zone of forgiveness
E) perceived forgiveness
66) A service company can differentiate itself on three levels. The first is reliability, the second s res.lienee, and the third is __________ _
A)
B)
C)
D)
E)
assuredness
employees
teamwork
innovativeness
none of the aoove
67) Charles Schwab's best customers get their calls answered in 15 seconds;
other customers can wait longer. This is best described as ___________ _
14
Market
i
A)
B)
C)
D)
E)
ment
standardiz _ ,_ service-performance process
raising service levels to retain the patronage of profitable customers
customer empowerment through the Internet
fair play in service delivery
increasing cor-s.i+ sr oarticipation
68) Purchase decisions are based on how consumers perceive prices and what
they consider to be the
, not the marketer's stated price.
A) referent price
B) last purchase: ~ Ice
C) current sale price
D) current actual pr ce
E) none of the above
69) Pricing cues Such as sale signs and prices that end in 9 become more influential when _____ _
A)
B)
C)
D)
E)
consumer price k-iowledge is poor
items are purchased frequently
items have beer 0" the market a long time
they are employea freauently
prices are cons.ster t year-round
70) Pricing methods narrow tne range from which the company selects its final
price. In selecting t~at price, the company must consider additional factors,
including the rrnoact of other marketing activities, company pricing policies,
gain-and-risk-snarmg pricing, and the impact of price on __________ _
A)
B)
C)
D)
E)
marketing act v t.es
channels of c str J _ Lon
channel partners
other parties
none of the above
71) A major crrcurnsta=ce orovoking price increases is __________ _
A) cost inflation
B) profitability versus target
C) stock price versus target price
D) price versus COlT le- : Or]
E) market demanc
15
Marketing Management
72) Channel objectives should be
stated in terms of _________________________________________ service output
levels.
A)
B)
C)
D)
E)
efficient
affordable
budgeted
targeted
none of the above
73) By granting
, the producer hopes to obtain more dedicated and
knowledgeable se I' ng.
A)
B)
C)
D)
E)
exclusive distribution
extensive distribution
selective distribution
random distribut or
intensive d istn bution
74) Manufacturers are constantly tempted to move from exclusive or selective
distribution to more Intensive distribution in order to ____________ _
A)
B)
C)
D)
E)
enter the market
leave the market
decrease coverage and sales
increase coverage ard sales
none of the aoove
75) The sales of your product are low compared to your competition. The decision facing you S wnetner to use a sales agency (brokers, manufacturers' representatives) or ,- 'E a fielo sales force. The fixed costs of engaging a sales
agency are lower tnan those of establishing a company sales force, but costs
rise faster through an agency. When figuring out sales and costs, the intersection of the costs between sales agencies and sales force (SB) means that
A)
B)
C)
D)
E)
76)
16
the sales age"'c) s me Detter cnoice for any sales volume below this point
the sales age :c; s t-ie Detter choice for any sales volume above this point
above SB means mat the comoany's costs escalate
the sales force s the better choice for any sales volume below this point
both choices are eq.,a ,y gooa choose the one that you are most comfortable
with
meas res 2: orocuct's nandling costs from the time the product
reaches the warerc.rse .mtil a customer buys it in the retail store.
A)Direct proc.. .
.,.::e analysis
B) Profitab.. _ )",IS
C) Brand management
D) Direct product proftability analysis
E) Shelf management
77)
rerers to ouyrng large carload lots and dividing them into smaller
units before snipoing them out to consumers.
A) Containerizatior
B) Warehousing
C) Market logrs: ,>
D) Wholesaling
E) Bulk breaking
78) At some stoc« eve pomt, management must reorder product to refill the
inventory to a"l acceptable level. This point is called the ___________ _
A)
B)
C)
D)
E)
inventory carryi ng costs
minimum inventory level
order (reorder' po -inventory
none of the above
79) As a marker ng -itern your job is to "hang out at the mall" and note the percentage of pe..o c ~\ ~o enter a particular store versus those who pass by it.
This is an eXa'TD e c~
for retailers.
A)
B)
C)
D)
E)
measuring censu-r-er shopping patterns
measuring reta sales effectiveness
measuring (lril!cr- SS"11ert effectiveness
measuring reta .ocanons
measuring too: .raft:c at the mall
80) The hierarcr y-ct-e+ects model contains awareness, knowledge, liking,
___ , co',\' ::'I un ana purchase.
A)
B)
C)
D)
E)
attitude
cognitive response
preference
interest
none of the acove
1
7
nt
81) The two-step flow of information
cna .. E: ges the notion that
consumption
styles
a "trickle-down" or "trickle-up" effect from mass media.
A)
B)
C)
D)
E)
originate with
are affected by
start with
are primarily innuenced by
are secondarily Influenced by
82) An effectively trained company sales force can make four important contri
buttons. enthus asrr b., ding, missionary selling, key account management,
and _____ _
A) increased stock position
B) customer co-r ac-s
C) relationshio sel i'lg
D) account manage r.er
E) direct sales co uacts
t
83) Cornrnunicat or s-rr x allocations vary between consumer and business markets. Consu-ner r~arKeters tend to spend comparatively more on sales promo
tion and adverris 19 oi.siness marketers tend to spend comparatively more on
A)
B)
C)
D)
E)
t,.,
word-of-mol rrarkering
personal se I -g
events and en2rl2 ces
direct market 19
interactive marketing
84) In decidirg C' 2r ad c.icget, marketers must recognize that consumer response can Sf. -snaped An ad threshold effect exists where some
positive amount of advertising is necessary before any sales impact can be
detected, ou: sales .creases eventua Ily flatten out.
A) C
B) M
C) S
D) Y
E) T
85) The higher ~'1e
associated with a brand, product category, or message, the h grer :he warranted level of repetition.
A)
B)
C)
D)
E)
18
total number of exoosures
target audience rr-ecia 'iabits
impact
forgetting rate
reach
ment
86) A cor(;Ja~ f
- _c on how to allocate its advertising budget over space
as we.l s
. c. A company makes "spot buys" when it buys TV time in
just a few markets or in regional editions of magazines. These markets are
called _____ _
A) SMSA
B) trading are=,
C) areas OT do, -I'larr nfuence
D) short-term rnarxet.ng opportu n rties
E) none of the above
87) Althoi .. gn
A)
B)
C)
D)
E)
v_
d::d
aovert sing has limited audience selectivity, it ____________ _
is subject to lOW con.oention
is very expensive
offers low repeat excosure
is highly ir~ "'x be
all of tne aoove
88) Direct rnarketog os=r ts the
of alternative media and messages in
search of the rr ost cost-effective approach.
A)
B)
C)
D)
E)
accent
testing
use
outsourcing
implernenta.icr
89) Once the target market IS defined, the marketer needs to obtain specific
names, whic ' (:2 ~ J2 obtained by purchasing a list of names. The better lists
i nc I ude OVE::r aye:. ,;
and
information.
A)
B)
C)
D)
E)
demographic r.r.anc.al
dernographc att 'Lees
financial; buy ng groups
demograpr .c- os 'c~ograpnlc
opinions; rr te cS:S
90) The term sa 2::0 reo .esentative covers a broad range of positions. We call a
sales represe ~i:: Jf'- w'Jse expertise is in the solving of a customer's problem
a(n) ____ _
A) demand creator
B) order taker
C) missionary
D) solution ve-icoE) technician
19
91) Salespeople need to know how
IO 'c' .:g~' ze closing signs from the buyer, including physical actions, statements or comments, and ___________ _
A)
B)
C)
D)
E)
objections
concerns
products
actions
questions
92) The
techniq.re for stimulating creativity starts with a problem, such
as "getting sorr etn ng from one place to another via a powered vehicle," then
lists every POSSlt e cor-ioination of attributes, such as the type of platform, the
medium, and the power source.
A)
B)
C)
D)
E)
reverse assurnpt.or aoalysis
forced relations- os
rnorphologica aoal.s s
lateral market ng
attribute listing
93) A
0:::25 "'~crey, but .ts sales cover all its variable costs and some
of the fixea costs
A)
B)
C)
D)
E)
market produc. failure
relative product +2 ",re
partial proo.ict +2 re
transfer oroe Jcr a ,-,re
strategic proct.cr failure
94) The job of traos at 'lg target customer requirements into a working prototype
is helped by c. Se c +ethods Known as _________ _
A) marketi ng centre
B) R&D
quality com-e ') r;CEsses (Qi="P)
D) quality fur-ct r.r ie : .yrnent (QFD)
E) none of the acove
C)
95) A(n) _________ r c a-iv zcoo. service, or idea that is perceived as new, no matter how iong :s ~, sc
A)
B)
C)
D)
E)
20
creative prOCJCi
new idea
product
innovation
none of tne aJ(.J~
Marketi
ment
96) A cor ~c. '
. urrect exporting in several ways, These include domestic- a
.t-"vrI deoartment or division, overseas sales branch or subsidiary, traveung export sales representatives, and ____________
A) export management companies
B)rnarketng l."':_'
S"S2G .n the foreign country
C)toreign-oa:.. .... tors or agents
0) export mer., lams III rorergn countnes
E) none of the above
97) In _____ _
.res .ocal manufacturers to produce the product, givtroi over the manufacturing process.
i ng the corn;
A) managemem contracts
B) franchising
C) licensing
0) contract r-", _'2:', g
E) none of the c.'J'J/e
I'
98) Forces prornotng g ooal integration Include _____________ _
A) heteroger ec S cerr-a=c
B) strong consi.=er -es.stance w foreign goods
C) strong loca, ore.e-e "ces
0) local stanaaras and barriers
E) capital-inters ve croc. .. c: on
99) Strategy accres=es tne ___________ and the _________of marketing activities.
A) what; Why
B) what; who
C)what; how
0) what; wher
E) who; how
100) A cornoar j ca. 'lave an excellent marketing department and yet fail at
marketing V'uc' depends on how other company departments view custom
ers. Only wre- - er oloyees realize that their jobs are to
,
____ , ana
customers does the company become an effective
marketer.
A) create· serve savst
B) create; uste- ce iver
C)listen; create; sarsy
0) serve; lister' oe.lver
E) deflect, moru.or .srer
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