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| 1 | |
D. Kirk Davidson, who believes that marketing has appropriate boundaries, advises marketers of socially
unacceptable products to |
| | A) | expand the business. |
| | B) | use price lining. |
| | C) | choose targets with caution. |
| | D) | use long and complex distribution chains. |
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| 2 | |
Michael F. Jacobson and Laurie Ann Mazur, who do not believe that marketing has appropriate boundaries, describe all of the following advertising media except |
| | A) | sitcommercials. |
| | B) | docudramas. |
| | C) | video news releases. |
| | D) | infomercials. |
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| 3 | |
According to Dale D. Buss, who believes that multilevel
marketing (MLM) is a legitimate practice, which one of the following is a rule that reputable MLM companies generally follow? |
| | A) | Do not rely on friends and relatives to buy your
products. |
| | B) | Do not hype what the products can do. |
| | C) | Charge a substantial amount of money for the
introductory kit. |
| | D) | Have salespeople maintain inventory and deliver
merchandise to buyers. |
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| 4 | |
Stephen Barrett, who does not believe that multilevel
marketing is a legitimate practice, refutes the idea that everyone involved is a winner with which one of the following statements? |
| | A) | The benefits of believing in the products outweigh
the risks. |
| | B) | Many physicians sell health-related multilevel
products to patients. |
| | C) | Customers do not know what they need. |
| | D) | The entire process is built on a foundation of deception. |
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| 5 | |
Regis McKenna, who believes that the “keep it simple” concept has become “all change, all the time,” advocates which one of the following product strategies more than any other to meet the needs of the new consumer? |
| | A) | personalization/customization |
| | B) | an array of choices |
| | C) | very detailed product information |
| | D) | 24-hour service |
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| 6 | |
Jack Trout and Steve Rivkin, who do not believe that the “keep it simple” concept has become “all change, all the time,” argue that all of the following fields are rife with unnecessary complexity except |
| | A) | economics. |
| | B) | schools of management. |
| | C) | medicine. |
| | D) | schools of marketing. |
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| 7 | |
Jennifer Bresnahan, who believes that relationship marketing is a tenable concept, states that the name of the game is customer |
| | A) | loyalty. |
| | B) | information. |
| | C) | cross-selling. |
| | D) | intimacy. |
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| 8 | |
James R. Rosenfield, who does not believe that relationship
marketing is a tenable concept, states that what customers really want is |
| | A) | better product quality. |
| | B) | better service. |
| | C) | companies that treat them as individuals. |
| | D) | solutions. |
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| 9 | |
Paul Holmes, who believes that cause-related marketing
benefits all stakeholders, quotes several experts who agree that the most appropriate use of this strategy is to |
| | A) | learn more about major customers by identifying
the issues that are important to them. |
| | B) | cut costs by persuading heavy consumers to buy
in larger quantities. |
| | C) | differentiate a company that offers a parity product
from its competitors. |
| | D) | fulfill a company’s corporate social responsibility. |
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| 10 | |
James T. Bennett and Thomas J. DiLorenzo, who do not believe that cause-related marketing benefits all stakeholders, argue that the greatest risk of this strategy for health charities is to |
| | A) | consumers who may be misled about product
features. |
| | B) | patients who are dependent on the help of these
organizations. |
| | C) | the nonprofit, tax-exempt status of these organizations. |
| | D) | the reputations for integrity of these organizations. |
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| 11 | |
According to Erick Schonfeld, who believes that mass customization is the wave of the future, which one of the following is the other major advantage of this strategy, along with its precise tailoring to customer needs? |
| | A) | It promotes flatter and more flexible corporate
organizations. |
| | B) | It allows companies to charge higher prices for
products. |
| | C) | It saves money because inventories of finished
products are small or nonexistent. |
| | D) | It is available to any company with access to digital
technology. |
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| 12 | |
George Ritzer, who does not believe that mass customization
is the wave of the future, states that McDonaldization offers all of the following appealing characteristics except |
| | A) | low prices. |
| | B) | efficiency. |
| | C) | predictability. |
| | D) | control. |
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| 13 | |
Lucette Lagnado, who believes that outrageous prices are inhibiting consumer access to lifesustaining drugs, reports that people aged 65 and over constitute __________ of the population and consume of __________ prescription drugs used in the United States. |
| | A) | 33 percent; 50 percent |
| | B) | 12 percent; 35 percent |
| | C) | 15 percent; 50 percent |
| | D) | 12 percent; 70 percent |
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| 14 | |
Elyse Tanouye, who does not believe that outrageous
prices are inhibiting consumer access to life-sustaining drugs, points to all of the following examples of drugs that are not life sustaining except |
| | A) | Claritin for allergies. |
| | B) | the antibiotic Trovan. |
| | C) | Propecia for baldness. |
| | D) | Viagra for impotence. |
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| 15 | |
Mary Modahl, who believes that e-commerce will eliminate traditional intermediaries, states that which one of the following demographic factors is the most important predictor of consumers’ Internet buying? |
| | A) | age |
| | B) | income |
| | C) | attitudes toward technology |
| | D) | family size |
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| 16 | |
Mary Beth Grover, who does not believe that ecommerce
will eliminate traditional intermediaries, suggests that the biggest problem facing Web sellers thus far is |
| | A) | that not enough consumers are buying on-line. |
| | B) | they are losing rather than making money. |
| | C) | that they are facing lawsuits for invasion of privacy. |
| | D) | they cannot fill customer orders fast enough. |
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| 17 | |
According to Beth Belton, who believes that communications
technology is “death of the salesman,” what tools do customers often have now that they used to rely on sales reps to provide? |
| | A) | order forms |
| | B) | price quotes and product information |
| | C) | discounts |
| | D) | persuasive tactics to encourage the purchase |
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| 18 | |
Edward M. Hallowell, who does not believe that
communications technology is “death of the salesman,”
asserts that the antidote for toxic worry is |
| | A) | financial security. |
| | B) | aerobic exercise. |
| | C) | high self-esteem. |
| | D) | the human moment. |
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| 19 | |
Pierre M. Loewe and Mark S. Bonchek, who believe that consumers are dominating the balance of power in the marketplace, assert that traditional retail business relies on |
| | A) | uninformed and easily led consumers. |
| | B) | provision of an array of choices. |
| | C) | personal interaction. |
| | D) | the quality of customer service. |
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| 20 | |
Marcia Stepanek, who does not believe that consumers are dominating the balance of power in the marketplace, reports that all of the following indicators about buyers are likely to become part of their customer profiles except |
| | A) | where they live. |
| | B) | their ethnicity. |
| | C) | what they want to buy. |
| | D) | what they have bought. |
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| 21 | |
Evan I. Schwartz, who believes that the traditional
development of brand loyalty is dying, asserts that
rational branding is difficult to apply to |
| | A) | products sold on the Web. |
| | B) | intangible services, such as telecommunications. |
| | C) | real estate and travel. |
| | D) | consumer products like soap or soda. |
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| 22 | |
Rebecca Piirto Heath, who does not believe that the
traditional development of brand loyalty is dying,
concludes that all of the following advantages accrue
to a company that has brand equity except |
| | A) | name recognition. |
| | B) | the ability to charge a premium. |
| | C) | the ability to broaden the customer base. |
| | D) | the ability to sell any product with the brand
name. |
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| 23 | |
Karl Taro Greenfeld, who believes that extreme
sports is marketing risk and thrill seeking to society,
includes all of the following pursuits in the
category except |
| | A) | snowboarding. |
| | B) | mountain biking. |
| | C) | decathlons. |
| | D) | scuba diving. |
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| 24 | |
Myra Stark, who does not believe that extreme
sports is marketing risk and thrill seeking to society,
suggests that participants in such sports are also |
| | A) | conservative workers with day jobs. |
| | B) | participants in team sports like baseball and
football. |
| | C) | investors in the stock market. |
| | D) | marketers’ most elusive and difficult demographic. |
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| 25 | |
Peggy J. Farber, who believes that classrooms
should be commercial-free zones, notes which one
of the following student reactions to advertising on
the ZapMe! Internet connection? |
| | A) | They either do not notice or do not like them. |
| | B) | They pester their parents to buy advertised
products. |
| | C) | They spend their own money on advertised
products. |
| | D) | They believe that their schools endorse the advertised
products. |
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| 26 | |
According to Peter Ferrara, who does not believe
that classrooms should be commercial-free zones,
what proportion of middle and high schools in the
United States now subscribe to Channel One? |
| | A) | one-quarter |
| | B) | two-thirds |
| | C) | two-fifths |
| | D) | one-half |
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| 27 | |
Barton Macchiette and Abhijit Roy, who believe
that marketers should target vulnerable groups, defend
which one of the following rights for members
of these vulnerable groups? |
| | A) | the right to privacy—to be left alone |
| | B) | access to the same products offered to others in
the marketplace |
| | C) | the right to protection—to be kept safe |
| | D) | the right to learn about adult responsibilities |
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| 28 | |
Marcy Gordon, who does not believe that marketers
should target vulnerable groups, cites consumer
groups that describe on-campus marketing
of credit cards as |
| | A) | informative. |
| | B) | aggressive. |
| | C) | personalized. |
| | D) | unauthorized. |
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| 29 | |
J. Walker Smith and Ann Clurman, who believe
that generational segmentation is an effective marketing
strategy, list all of the following elements of
generational differences except |
| | A) | life stage. |
| | B) | current economic and political conditions. |
| | C) | marital status. |
| | D) | formative cohort experiences. |
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| 30 | |
Charles D. Schewe and Geoffrey E. Meredith, who
do not believe that generational segmentation is an
effective marketing strategy, segment consumers
instead into cohorts of no more than |
| | A) | 5,000 people. |
| | B) | 17 years. |
| | C) | 10,000 people. |
| | D) | 25 years. |
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| 31 | |
David F. Noble, who believes that the marketing
of online degree programs is a threat to traditional
education, asserts that universities, once the loci of
intellectual activity, have turned it into |
| | A) | commercial activity. |
| | B) | exercises in dumbing down. |
| | C) | a parody of higher education. |
| | D) | intellectual capital and intellectual property. |
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| 32 | |
According to Ted Marchese, who does not believe
that the marketing of online degree programs is
a threat to traditional education, “alternative and
distance providers” claimed ________ percent of the
postsecondary education market in 1998. |
| | A) | 20 |
| | B) | 2 |
| | C) | 12 |
| | D) | 25 |
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| 33 | |
David Grossman, who believes that marketers are
culpable for America’s culture of violence, asserts
that the U.S. murder rate would be even worse
were it not for |
| | A) | high imprisonment rates and medical technology. |
| | B) | increasing use of the death penalty and heavy
sentencing. |
| | C) | vigilant law enforcement and a small population
in the age group that commits murder |
| | D) | economic prosperity and effective social welfare
programs. |
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| 34 | |
Wendy Melillo, who does not believe that marketers
are culpable for America’s culture of violence,
suggests that Republican members of
Congress censure Hollywood and call for reform
because |
| | A) | movies are more violent than television shows. |
| | B) | movies are more heavily marketed to children
than other media. |
| | C) | the Hollywood community generally supports
Democratic politicians. |
| | D) | Hollywood has resisted reform more strongly
than producers of other media have. |
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| 35 | |
Laurie Leiber, who believes that alcohol advertising
should be regulated further, catalogs the use of
animals and cartoon characters in ads in order to
compare them to the success of |
| | A) | Mickey Mouse. |
| | B) | Teletubbies. |
| | C) | Barney and Friends. |
| | D) | Joe Camel in cigarette ads. |
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| 36 | |
The Federal Trade Commission (FTC), which does
not believe that alcohol advertising should be regulated
further, asserts that self-regulation is more
effective than government regulation for all the following
reasons except |
| | A) | it is faster. |
| | B) | it is more flexible. |
| | C) | industry representatives know more about it
than do government representatives. |
| | D) | it is less expensive. |
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| 37 | |
Edward J. Stanek, who believes that it is appropriate
for the government to market lotteries, asserts
that the true target of marketing campaigns is |
| | A) | the poor. |
| | B) | the wealthy. |
| | C) | the middle class. |
| | D) | teenagers. |
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| 38 | |
The National Gambling Impact Study Commission,
which does not believe that it is appropriate for
the government to market lotteries, reported in
1998 that ________ of the 50 states and the District of
Columbia have operating lotteries. |
| | A) | 15 |
| | B) | 24 |
| | C) | 30 |
| | D) | 37 |
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| 39 | |
According to Charles Lewis and the Center for Public
Integrity, who believe that political marketing is
essentially buying politicians, what was the main
reason that Bill Clinton and Al Gore were not prosecuted
for using White House facilities to raise
reelection funds? |
| | A) | No one found out until it was too late. |
| | B) | They were prosecuted and acquitted. |
| | C) | Many of their predecessors had done the same
things. |
| | D) | There is no authority to assert that what they did
was illegal. |
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| 40 | |
Russell Roberts, who does not believe that political
marketing is essentially buying politicians, asserts
that ________ became much more powerful once
hard-money contributions were curtailed? |
| | A) | the media |
| | B) | third parties |
| | C) | special interest groups |
| | D) | wealthy people |
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