Benton manages a building supply company. He wants to invite 20 of his most valuable customers, whoare building contractors, to a golf outing and party. Benton will most likelyuse the firm’s _______ toidentify these customers.A. annual sales reportB. InternetC. CRM databaseD. specialty-store sales2. Every marketing decision is affected by and has an effect onA. the supply chain.B. universal product code verification systems.C. electronic data intensity.D. intranet efficiency.3. The Internet has compelled all retailers to expect more price-sensitive customers, but because customerscan purchase electronics at highly discounted prices, those stores that sell the same electronic prices mustadjust their prices andA. take the Internet retailers to court if they feel they’re being harmed.B. try to block access to the sites that are deeply discounting the prices.C. add services and advice to change the customer’s focus away from price competition.D. seek lower prices from the manufacturers to at least equal the prices paid for the merchandise by the Internet retailers.4. Manufacturers use wholesalers and retailers becauseA. the manufacturers have no other choice, due to the legal environment.B. the wholesalers control the retailers.C. wholesalers and retailers create value through convenience and lower prices.D. wholesalers and retailers are traditionally accepted by frequent, loyal shoppers.5. Because of the way _______ buy merchandise, customers can neverbe confident that the samemerchandise will be in stock each time they visit the store.A. discount storesB. department storesC. downstream value storesD. off-price retailers6. For marketers to advertise a price as their _______ price, the Better Business Bureau recommends thatat least 50 percent of the sales of a product occur at that price.A. regularB. fixedC. zoneD. leader7. Jacob rents rooms in his hotel for an average of $100 per night. The variable cost per rented room is$15. His fixed costs are $100,000, and his profit last year was $20,000. For Jacob, the contribution per unitisA. $20,000.B. $100.C. $1000.D. $85.8. The fact that millions of consumers are using online search engines for comparison shopping hasA. increased consumers’ price sensitivity.B. reduced overall demand.C. increased the number of oligopoly markets.D. reduced the contribution per unit cross-pricing elasticity.9. The mostsignificant potential benefit of the Internet channel is itsA. capacity for providing location options for maintaining inventory.B. capacity for a touch-and-feel customer experience.C. ability to personalize information for each customer on a cost=effective basis.D. potential to provide customers with instant gratification.10. As a type of retailer, category specialists are fierce competitors usingA. a complete assortment in a specific category at low prices.B. highly trained personnel throughout the stores.C. highly attractive loyalty programs.D. a wide variety of merchandise.11. Knowing how customers arrive at their _______ is critical to developing successful pricing strategies.A. perceptions of valueB. social networkC. cultural attitudes about shoppingD. amounts of disposable income12. The break-even point is estimated byA. dividing fixed contribution per unit by variable costs.B. multiplying fixed costs by contribution per unit.C. dividing fixed costs by contribution per unit.D. multiplying revenue per unit times the quantity sold.13. If a manufacturer was unhappy with either intensive or exclusive distribution, a logical choice, whichincorporates some features from both, would be _______ distribution.A. moderateB. case by caseC. compromiseD. selective14. _______ have several advantages over manufacturers in selling directly to customers: they’re generallymore efficient in dealing with customers, they can offer choices, and they can offer consumers one-stopshopping for complex or complicated purchases.A. Catalog channelsB. Online firmsC. WholesalersD. Retailers15. Some companies want to get their products into as many outlets as possible. These companiesunderstand that the more exposure they get, the more of their products they’ll sell. If this idea is consistentwith the company’s overall strategy, it will mostlikely choose _______ distribution.A. intensiveB. exclusiveC. selectiveD. collectively exhaustive16. Labor, materials, and energy are typically _______ costs.A. variableB. fixedC. inelasticD. incidental17. General Mills (a manufacturer of a variety of food products) might engage Target, Costco, Wal-Mart,and Kroger in aA. CPFR.B. CPR.C. JIT.D. QR.18. Traditional demand-curve economic theory is used by marketers to understand _______ in the five Csof pricing.A. channel membersB. competitorsC. customersD. cost19. _______ communities are networks of social shoppers who see an enhanced emotional connection withother participants during an Internet shopping experience.A. Self-actualizingB. VirtualC. Electronic loyalty programD. Gen-Y20. Today, many retailers use targeted promotions, direct salesperson contact, customized services, andconsumer information to provide added services toA. manufacturers whose products are in their stores.B. friends and families of employees.C. their best customers.D. strategic partners in the supply chain.21. Retailers with strong brand names of their own might operate outlet stores toA. sell excess inventory that might have to be sold at markdown prices in regular stores.B. compete with category specialist stores.C. keep manufacturers from selling similar items in their own factory stores.D. extend the useful life of mature products.22. When a customer purchases a DVD at a Best Buy Electronics store, three of the following informationflows are started. Which one is notstarted?A. The sales associate scans the UPC recording the sale.B. The purchase is added to the customer’s personal and confidential purchasing habit records.C. Best Buy’s buyer aggregates sales at all stores and uses the information to send a reorder to the manufacturer.D. The sale is transmitted to Best Buy’s distribution center to adjust inventory data.23. B2B quantity discounts are legal ifA. new customers can buy up to reach the minimum quantity.B. they don’t exceed 25% of the regular price.C. they’re not short term.D. the discounts are available to all customers.24. Electronic access to manufacturer’s inventory helped transform the effectiveness of manufacturer’srepresentatives and outside sales forces. Using new communications tools, they could now avoid the supplychain problem ofA. not being able to coordinate selling efforts with manufacturers’ promotional campaigns.B. promising delivery of products that weren’t available.C. increasing prices without increasing transportation charges.D. insufficient raw materials to produce the needed merchandise.End of exam25. Although conflict is likely to occur in any supply chain, it’s generally more pronounced whenA. the supply chain members are geographically too close to each other.B. retailers pressure manufacturers.C. the supply chain members are independent entities.D. manufacturers pressure retailers.
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