12) Which of the following types of marketing research firms would best be described as one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? A. Non-profit marketing research firms B. Syndicated-service research firms C. General-line marketing research firms D. Specialty-line marketing research firms E. Custom marketing research firms
13) Companies normally budget marketing research at ________ percent of company sales. A. 10 to 12 B. 2 to 3 C. 6.5 D. 4 E. 1 to 2 14) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image. create interest C. create demand Dmunicate
15) New-to-the- world products are ________. new products that allow a company to enter an established market for the first time C. new products that provide improved performance or greater perceived value and replace existing products D. new products that supplement established product lines (package sizes, flavors, and so on) E. new products that create an entirely new market
16) The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes? A. Advertising B. Packaging C. Direct marketing D. Personal selling E. Sales promotions
Student ambassadors E
17) Major retailer types include the following EXCEPT ________. A. superstore B. the Internet C. discount store D. specialty store E. catalog showroom
18) ?Power prices? use price as a key strategic tool. These ?power prices? have discovered the highly ________ effect of price on the bottom line. A. soothing B. direct C. abrasive D. dramatic E. leveraged
19) ________ communicates a company?s intended value positioning of its product or brand to the market. A. Physical evidence B. Promotion C. Price D. Packaging E. Place
20) Some intermediaries use the following: strategic planning, advanced information systems, sophisticated marketing tools, measure performance on a return-on-investment basis, segment their markets, improve their target marketing and positioning, and ________. A. aggressively pursue market expansion and diversification strategies B. dominant the 
21) To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who ?get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.? Which of the following techniques for reaching Generation Y are the Foo Fighters using? A. Online buzz Bputer games C. Unconventional sports D. Cool events
22) Following the ________ approach to target market selection encompasses a strong knowledge of the segment?s needs, a strong market presence, and operating economies through specializing in production, distribution, and promotion. A. full market coverage B. product specialization C. selective specialization D. market specialization E. single-segment concentration
23) Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ________ products. Amodity-type B. over the Internet C. identical D. similar
24) Which of the following is NOT included in the definition of conflict? A. negative effects B. disruption of tasks C. perception D. someth ing that is cared about
A. craft B
25) John Kotter?s view argues that management focuses on coping with complexity, whereas leadership focuses on coping with _____. A. change B. defeat C. success D. morale E. conflict
26) Negotiation can be defined as a process in which two or more parties exchange goods or services and attempt to agree upon _____. A. the monetary value of the exchanged items B. a model of the negotiation process for resolving differences C. acceptable bargaining strategies for obtaining the goods and services D. effective arbitrators for disputes E. the exchange rate for those goods and services
