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Unit 4 MC Part 2
Test Description: Q 58-75
Instructions: Answer all questions to get your test result.
1) A research method that measures consumer behavior is
A
conducting a survey or interview
B
referring to computerized databases
C
observational research
D
holding a focus group session
2) A product that has no brand name, usually comes in a plain package or wrapper, and is often sold for less than a name brand product is a
A
store brand
B
generic
C
manufacturer's brand
D
regional brand
3) Kodak and Sony are examples of
A
national brands
B
manufacturer's brands
C
global brands
D
generics
4) A loss leader is
A
an attempt to create quality image for a product
B
an item sold at a discount during certain seasons
C
used to match the price of competitors
D
a very low-priced item used to attract customers
5) Movement of liquids between two connecting countries would be performed best by
A
air carrier
B
waterway
C
pipeline
D
railroad
6) Skim pricing occurs when
A
a new product is introduced at a relatively low price to skim customers from the competitors
B
a new product is introduced and managers set a relatively high introductory price
C
a new product has competition and the price is set at a price similar to the competing products
D
a new product is introduced at a price that includes a specific markup percentage over the cost of the product
7) All of the following are examples of a direct distribution channel except
A
all of these are examples of a direct distribution channel
B
a company sells its goods through its website on the Internet
C
a company sells its goods in its own retail outlets
D
a company sells goods to a wholesaler
8) All of the following are examples of specialty stores except
A
department store
B
camera store
C
toy store
D
jewelry store
9) All of the following are examples of retailers except
A
a paper manufacturer sells paper to printers for printing books for publishing companies
B
a woman sells cosmetic products for a large manufacturer at private theme parties
C
a man sells fish he has caught from his boat in the bay in Hong Kong
D
a family sells its own produce at a sidewalk stand in Costa Rica
10) An example of publicity is a
A
newspaper article about a new product
B
telephone sales message
C
television commercial
D
contest to win a trip to another country
11) An example of a push promotion would be
A
a contest for customers
B
a discount for retailers
C
telephone calls to offer customers a special discount
D
a television commercial
12) An example of standardized advertising would be
A
maintaining the same ads for many years to help customers understand the benefits of a product
B
the use of one promotional approach in all geographic regions
C
advertising agencies that help small companies plan ads for different countries
D
television commercials created to communicate different messages for different target markets
13) Identifying potential customers is commonaly called
A
closing the sale
B
handling objections
C
obtaining feedback
D
prospecting
14) The four main promotional activities are
A
television, radio, newspaper, and magazine advertisements
B
coupons, contests, free samples, and in-store displays
C
advertising, personal selling, publicity, and sales promotion
D
none of these
15) All of the following are examples of sales promotions except
A
offering a toy with a purchase of the company's product
B
sponsoring a little league team
C
attaching coupon dispensers on the grocery store shelves
D
distribution calendars that describe the company and its products.
*select an answer for all questions
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