Derived demand means that the demand of an organization is dependent on consumer demand.

• A) False
• B) True
• C)
• D)

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

• A) False
• B) True
• C)
• D)

The buying center is a fixed and formally identified unit within the buying organization.

• A) False
• B) True
• C)
• D)

At this point, your company wants to move away from mass marketing and engage in target marketing. The three steps to take, in order, are market segmentation, marketing positioning, and target marketing.

• A) True
• B) False
• C)
• D)

This type of segmentation uses different marketing approaches for different time periods of peoples’ lives and different family situations. This segmentation method is called demographic.

• A) False
• B) True
• C)
• D)

The prime responsibility of the marketers is to understand what is going on within the organization to translate stimuli into purchase behavior.

• A) False
• B) True
• C)
• D)

Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies.

• A) False
• B) True
• C)
• D)

Raheela works for the Aftab Beverage Company. She helps define product specifications and also provides information for evaluating alternatives. Raheela plays the role of gatekeeper.

• A) False
• B) True
• C)
• D)

When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty, it is following a more-for-less strategy.

• A) False
• B) True
• C)
• D)

Business buyers are subject primarily to economic influences when they make their buying decisions. Emotional or personal factors rarely are involved.

• A) False
• B) True
• C)
• D)

The demand curve shows the number of units the market will buy in a given time period at different prices that might be charged. In normal cases, the higher the price, the higher the demand.

• A) False
• B) True
• C)
• D)

In international product and service marketing, it is important to know what different colors mean to different countries.

• A) False
• B) True
• C)
• D)

A company’s product mix has four important dimensions: width, length, depth, and consistency.

• A) False
• B) True
• C)
• D)

Competitors’ prices and offers are external factors that companies have to deal with.

• A) True
• B) False
• C)
• D)

Customers come to know a brand through a wide range of contacts and touch points. These include word of mouth, personal interactions with company people, telephone interactions, and company Web pages. Many brands are not maintained by advertising but by brand experience.

• A) True
• B) False
• C)
• D)

Overhead cost is another term for variable cost.

• A) True
• B) False
• C)
• D)

An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow.

• A) False
• B) True
• C)
• D)

When a major moving van company sells accessory products that must be used in moving a household’s furniture, it is practicing captive-product pricing.

• A) False
• B) True
• C)
• D)

Packaging does not include the material necessary to ship a product.

• A) False
• B) True
• C)
• D)

The more elastic the demand, the more it pays for the seller to raise the price.

• A) False
• B) True
• C)
• D)