4.08
4.09
4.10
4.11
4.12
100
What is an illegal selling practice that is regulated because it reduces competition? A. Incentive contracts B. Product labeling C. Exclusive dealing D. Discount pricing
C. Exclusive dealing
100
What technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential? A. Database software B. Outbound telemarketing C. Mapping software D. Inbound telemarketing
C. Mapping software
100
What is the most signigicant reason why marketing research is important to businesses? A. It makes competitors take notice of the business. B. It improves financial management. C. It contributes to business success. D. It helps the business to base decisions on opinions.
C. It contributes to business success.
100
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are A. open, friendly, and nonjudgmental. B. approachable, opinionated, and organized. C. consistent, biased, and aggressive. D. courteous, passive, and distant.
A. open, friendly, and nonjudgmental.
100
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? A. Experiment B. Observation C. Employee survey D. Telephone interview
B. Observation
200
What effect does building a clientele have on selling costs? A. Increases them because salespeople earn less in bonuses and commissions B. Reduces them because making a repeat sale costs less than making an initial sale. C. Reduces them because salespeople earn more in bonuses and commissions D. Increases them because making an initial sale costs more than making a repeat sale.
B. Reduces them because making a repeat sale costs less than making an initial sale.
200
What is a sales practice that may be considered illegal? A. Noncompete clauses B. Executive contracts C. Competitive bids D. Tying arrangements
D. Tying arrangements
200
What question does establishing a sampling plan for a research project answer? A. What type of product to study B. How many people to survey C. When to conduct an interview D. Why the issue is important
B. How many people to survey
200
What data-collection method can be used to obtain product information during the point-of-purchase process? A. Volume-tracking scanner B. Photographic scanner C. E-mail survey D. Statistical survey
A. Volume-tracking scanner
200
What is the advantage in using personal interviews to collect marketing data? A. Biased interviewer B. Slow collection rate C. Limited interaction D. High flexibility
D. High flexibility
300
When should researchers ask potentially sensitive questions during an interview? A. Toward the end of the interview B. At the beginning of the inventory to get them out of the way C. Throughout the interview D. At the mid-point of the interview to allow time for the reearcher to build rapport
A. Toward the end of the interview
300
What does a business need to do to build a clientele? A. Know customers personally B. Change the product mix frequently C. Provide friendly, courteous service D. Provide a wide variety of services
C. Provide friendly, courteous service
300
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's A. competition. B. situation analysis. C. sales forecasts. D. profitability.
D. profitability.
300
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding? A. Non-response B. Interviewer bias C. Chance D. The way the question was asked
C. Chance
300
Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of A. violating local laws. B. overstating expenses. C. accepting bribes. D. unethical behavior.
D. unethical behavior.
400
What research approach do businesses often use to test new product ideas? A. Questioning B. Technological C. Recording D. Experimental
D. Experimental
400
When a marketing-information management system compares financial information from one time period with the financial data from another time period, it provides a picture of the business's A. competition. B. situation analysis. C. sales forecasts. D. profitability.
D. profitability.
400
"Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction." What key factor in building a clientele is Toni exhibiting? A. Customer confidentiality B. Service attitude C. Persistence D. Credibility
B. Service attitude
400
Which of the following is a characteristic of unstructured observation: A. Often records a variety of behaviors B. Uses standard checklists to document behavior C. Requires the use of surveillance equipment D. Most often limits observer with specific guidelines
A. Often records a variety of behaviors
400
What is an example of a marketing-research method that is used to collect primary data? A. Customer survey B. Census data C. Trade-journal article D. External reports
A. Customer survey
500
How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers? A. To identify problems within the business B. To create a mailing list for the business C. To develop a profile of the typical customer D. To establish an appropriate operating budget
C. To develop a profile of the typical customer
500
How can using a database to track its customers' preferences and buying habits help a business? A. Decreases the need to analyze marketing activities B. Obtains additional deductions for its semi-annual tax return C. Reduces unnecessary operational expenses D. Builds strong, loyal customer relationships
D. Builds strong, loyal customer relationships
500
1. Why do many businesses place a cookie on a user's hard drive when the user visits the business's web site? A. To regulate the user's access to information B. To make it easy for the user to find the web site C. To track the number of times the user buys a product D. To guarantee that the web site is secure
C. To track the number of times the user buys a product
500
Taking a client golfing is usually acceptable, as long as A. the salesperson does not talk about business during the outing. B. the business relationship does not include awarding a contract. C. the golf excursion lasts no longer than three hours. D. the salesperson spends no more than $100.
B. the business relationship does not include awarding a contract.
500
How can businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent? A. To maintain sales strategies B. To prepare financial reports C. To develop inventory control plans D. To customize its marketing efforts
D. To customize its marketing efforts
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