1. As a market researcher for a cable television company seeking to determine the number of multi-dwelling buildings in a selected neighborhood, your best chance of acquiring this information quickly would be
a. census information available on the Internet.
b. the local Better Business Bureau.
c. interviews with neighborhood leaders.
d. the local Chamber of Commerce.
e. an aerial survey of surrounding neighborhoods.
2. Everyday low pricing is a strategy devoted to continuous low prices as opposed to
a. seasonal changes in prices based on current demand.
b. purely cost-based prices that vary as the manufacturer's costs vary. c. relying on short-term price-cutting tactics such as cents-off coupons, rebates, and special sales.
d. prices that are set daily, weekly, or monthly in reaction to competitors' actions.
e. prices based on what the firm feels the market will bear.
3. Customer relationship management (CRM), is
a. the defining concept that identifies communication between the parties to a transaction.
b. a process used to retain customers when purchases are based on low price or convenience.
c. best used when the seller has infrequent customer contact. d. the combination of strategies and tools that drive relationship programs, reorienting the entire firm to a concentrated focus on satisfying customers. e. a technique used to create a company focus on individual and immediate sales.
4. The most obvious distinction between not-for-profit and for-profit -- commercial -- firms is
a. more exact financial and marketing goals on the part of the not-forprofits. b. the inability of the not-for-profits to sell tangible goods. c. a different way of looking at the bottom line by the two different organization types. d. the greater amount of control the customers of the not-for-profits exercise on their activities.
e. the ability of not-for-profits to operate without the assistance of volunteers from the general population.
5. The problems associated with the decision of whether to lunch at Popeye's, Burger King, Taco Tico, or Little Saigon (a Vietnamese restaurant) illustrate
a. how direct competition affects consumer behavior.
b. how some products and services are competitive substitutes for each other.
c. the strange food tastes of some of us - I mean, Taco Tico? d. the universal nature of competition.
e. that some people just can't make up their minds.
6. Today's sales representative's role in the promotion process has changed from that of persuader to that of
a. technician and expert on product repair.
b. process designer.
c. consultant and problem solver.
d. close friend and confidant.
e. joke-telling, backslapping fellow-well-met.
7. This retailing format, averaging 300,000 square feet in size, seeks to offer a combination of shopping, entertainment, and restaurants in an attractive environment preserving the intimacy of neighborhood retailing. a. Such a shopping center is known as a power center.
b. A facility of this magnitude is called a national mall.
c. This type of facility is known as a lifestyle center.
d. Most such centers are now known as downtowns.
e. This describes the earliest type of planned shopping center, the linear strip.
8. When brands are difficult to categorize or evaluate and significant effort is required to analyze purchase alternatives, the type of consumer problemsolving that typically results is
a. research analysis.
b. extensive analysis buying.
c. limited problem solving.
d. extended problem solving.
e. evaluative problem solving.
9. Which of the following statements is most true about U.S. Internet users?
a. African Americans are three times more likely to be Internet users than Americans of Asian or Pacific Island origin.
b. People in Alaska, New Hampshire, and Colorado are among the least likely to use the Internet.
c. Low income rural dwellers account for less than three percent of Internet users....