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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
holding a focus group session
C
observational research
D
referring to computerized databases
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
regional brand
B
manufacturer's brand
C
store brand
D
generic
3) Kodak and Sony are examples of
A
manufacturer's brands
B
generics
C
national brands
D
global brands
4) A loss leader is
A
an attempt to create quality image for a product
B
used to match the price of competitors
C
a very low-priced item used to attract customers
D
an item sold at a discount during certain seasons
5) Movement of liquids between two connecting countries would be performed best by
A
waterway
B
railroad
C
air carrier
D
pipeline
6) Skim pricing occurs when
A
a new product is introduced at a price that includes a specific markup percentage over the cost of the product
B
a new product is introduced at a relatively low price to skim customers from the competitors
C
a new product is introduced and managers set a relatively high introductory price
D
a new product has competition and the price is set at a price similar to the competing products
7) All of the following are examples of a direct distribution channel except
A
a company sells goods to a wholesaler
B
a company sells its goods in its own retail outlets
C
all of these are examples of a direct distribution channel
D
a company sells its goods through its website on the Internet
8) All of the following are examples of specialty stores except
A
camera store
B
department store
C
toy store
D
jewelry store
9) All of the following are examples of retailers except
A
a woman sells cosmetic products for a large manufacturer at private theme parties
B
a man sells fish he has caught from his boat in the bay in Hong Kong
C
a paper manufacturer sells paper to printers for printing books for publishing companies
D
a family sells its own produce at a sidewalk stand in Costa Rica
10) An example of publicity is a
A
telephone sales message
B
newspaper article about a new product
C
television commercial
D
contest to win a trip to another country
11) An example of a push promotion would be
A
telephone calls to offer customers a special discount
B
a television commercial
C
a discount for retailers
D
a contest for customers
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
handling objections
B
prospecting
C
obtaining feedback
D
closing the sale
14) The four main promotional activities are
A
advertising, personal selling, publicity, and sales promotion
B
coupons, contests, free samples, and in-store displays
C
television, radio, newspaper, and magazine advertisements
D
none of these
15) All of the following are examples of sales promotions except
A
attaching coupon dispensers on the grocery store shelves
B
sponsoring a little league team
C
offering a toy with a purchase of the company's product
D
distribution calendars that describe the company and its products.
*select an answer for all questions
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