18 Aug 1. A fundamental and distinctive mode of expression tha

1. A fundamental and distinctive mode of expression that appears in a field of human endeavor is called a __________.

style

theme

trend

pattern

2. A firm should use undifferentiated marketing to promote its products when:

the market shows several natural segments.

it wants to appeal to multiple market segments.

it wants to customize its products for each consumer.

all consumers have roughly the same wants and preferences.

3. The marketing department of StyleWheel Inc., a manufacturer of luxury cars, initiates intensive marketing efforts prior to the launch of a new model. Three months into the launch of the new model, the department decides to assess the short-term effects of its marketing activities. Which of the following is a reliable measure of performance for this purpose?

Perceived quality

Market share

Customer awareness

Shareholder value

4. ———-is the first step a firm should take while setting the price for a product.

Determining demand

Selecting the pricing objective

Selecting a pricing method

Estimating cost

5. Business markets differ from consumer markets in that:

in business markets, purchasing is often executed through intermediaries.

the total demand for many goods and services in business markets is elastic.

buying decisions in business markets are subject to multiple influences.

in business markets, a marketer typically deals with several smaller buyers.

6. Which of the following best describes the term product system?

It is a set of variants that are developed for a single product.

It is a group of products that perform a similar function and belong to a single product class.

It refers to a set of products available only to high-income consumers.

It refers to a set of different but related items that operate in a compatible manner.

7. The width of a company’s product mix refers to:

the extent to which the different product lines in the mix are related in terms of end use.

the number of variants offered for each product in a product line.

the number of different product lines carried by the company.

the total number of items in the product mix.

8. Nowadays, a __________ is being appointed by many firms so as to place the marketing function on a more equal footing with the functions performed by other C-level executives.

chief marketing officer

finance manager

chief information officer

marketing manager

9. In which of the following stages of a product life cycle are profits nonexistent?

Introduction

Maturity

Decline

Growth

10. Which of the following statements is true of personal communications channels?

Their influence on purchase decisions is significant when products are purchased frequently.

Their effectiveness derives from individualized presentation and feedback.

They are often less effective than mass communication channels.

They include public relations, advertising, and sales promotions.

11. __________ refers to the capacity to satisfy humanity’s needs without harming future generations.

Profitability

Sustainability

Accountability

Durability

12. Fashion Vista Designers, a firm that sells designer clothes, has outlets in four countries. In each country, it offers clothes that suit the climatic conditions of the country and match the cultural sensibilities of the local population. The marketing department of Fashion Vista often releases advertisements that show regional celebrities endorsing the company’s products. In this scenario, which of the following type