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1. | All of the following statements about the development of marketing in the United States are true EXCEPT _________
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| a) during the early 1900s, companies emphasized the production of goods to meet consumer demand.
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| b) in the 1920s and 1930s, technology increased productivity so that companies put more emphasis on sales.
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| c) beginning in the 1950s, selling products door-to-door became an important marketing activity.
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| d) by the early 1960s, consumer sovereignty—the concept of the consumer as ruler—had arrived.
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2. | Which statement about marketing and market research is TRUE?
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| a) Market surveys can indicate any changes in quality, features, or design that should be made before a product is offered for sale.
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| b) Most new products introduced in the United States are not profitable and do not survive in the marketplace.
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| c) Test marketing means offering a product for sale nationwide for a limited time.
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| d) Thanks to market research, most new products introduced in the United States are successful and highly profitable.
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3. | Product identification is described by each of the following statements EXCEPT __________
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| a) product identification attracts the consumer to a particular product.
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| b) Product identification can involve the use of certain logos, colors, songs, and packaging.
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| c) an example of product identification for the Coca-Cola Company is the red can with white markings.
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| d) a cents-off coupon added to a package is an example of product identification.
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4. | The practice of setting prices close to those that are charged by other companies selling similar products is called __________
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| a) supply and demand.
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| b) an oligopoly.
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| c) price leadership.
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| d) penetration pricing.
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5. | Important facts for a firm to know when it is considering where to sell its products include all the following EXCEPT__________
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| a) sometimes there is an existing marketplace established for the product.
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| b) if a company thinks the product will appeal to a limited market, it may choose to sell its goods only in a specialty shop.
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| c) a business may choose to sell its goods over the Internet if it thinks that the items may be of special interest to a select group of consumers.
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| d) it is best for a company to get its start by using direct-mail advertising and wait for calls from potential consumers.
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6. | Promoting a product might involve all of the following EXCEPT__________
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| a) rebate offers.
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| b) deciding to sell only in specialty shops.
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| c) cents-off coupons.
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| d) direct-mail advertising.
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7. | Which of the following statements about wholesale and retail distribution is TRUE?
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| a) When there are fewer transactions from producer to consumer, product prices go up.
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| b) Businesses that purchase large quantities of goods from producers for resale to other businesses are called retailers.
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| c) Wholesalers may buy and sell raw materials to manufacturers, or they may buy goods from manufacturers and sell them to retail stores.
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| d) Most goods go directly from the producer to the consumer.
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8. | The expansion of distribution channels in recent years has been due to the growth of which two types of channels?
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| a) club warehouse stores and direct marketing through catalogs and the Internet
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| b) producers and wholesalers
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| c) retailers and wholesalers
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| d) club warehouse stores and full-service wholesalers
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