Marketing Review

Which type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques?

• Limited-probationary  
• Cooling-off  
• Conditional-sales
• Buyer-withdrawal

So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?

• Presentation software
• A database
• Opt-in e-mail
• A CAD program

Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of which behavior?

• Violating local laws
• Overstating expenses
• Accepting bribes
• Unethical behavior

Which is the most significant reason why marketing research is important to businesses?

• It makes competitors take notice of the business.
• It improves financial management.
• It contributes to business success.
• It helps the business to base decisions on opinions

Which statement about marketing research problems is true?

• Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched.
• Company decision-makers typically finalize marketing research problems prior to involving marketing researchers.
• Marketing research problems are commonly based on specific research objectives and research instruments.
• Marketing research problems are usually only needed when marketing researchers plan to gather external information.

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers possess which characteristics?

• Open, friendly, and nonjudgmental  
• Approachable, opinionated, and organized  
• Consistent, biased, and aggressive
• Courteous, passive, and distant

Which advertising media offers the easiest means to evaluate the effectiveness of an advertisement?

• Radio  
• Newspaper
• Direct mail
• Television

Which is an example of marketing information that a business could gather by surveying its customers?

• Planned product improvements  
• The company's current market share
• Location of the company's market
• Financial status of competitors

Which situation is an example of SUGGING?

• A salesperson offers a customer the opportunity to try an expensive product free of charge.
• A telemarketer asks a customer if she or he knows anyone who would want to buy a certain product.
• A marketer tells a customer that she or he is conducting research and then begins a sales pitch.
• A business promotes a product by sending samples to its customers without authorization

The reason for using certain communications channels, such as coupons, in sales promotion is to accomplish which goal?

• Create long-term demand
• Generate an immediate response
• Persuade customers to remain loyal
• Advertise a new product