Multiple Choice Answers

1. Supply chain management involves ___________ the efforts of suppliers. Manufactures, warehouses and stores.
a. Separating
b. Distinguishing
c. Creating back-up systems for
d. Integrating

2. The goal of customer relationship management is to:

a. Manage every customer relationship differently
b.Manage every customer relationship to maximum potential profitability
c. Reduce inefficient relationships through customer care
d. Identify and build loyalty among a firm’s customers

3. Using profit as the sole guide for corporate action can lead to short term profits but:
a. Increased corporate social responsibility options
b. Long-term loss of customers
c. More complicated measurement challenges
d. Increased tax liabilities

4. Compared to the B2C process the information search and alternative evaluation steps in the B2B process are:
a. Centrally planned
b. Less focused on costumer value creation
c. Identical
d. More formal and structured

5. After defining objectives and research needs, the next step in the marketing research process involves:
a. Evaluation
b. Processing
c. Analysis
d. Design

6. Between concept testing and market testing, a firm should engage in which stage of the product development process?
a. Product development
b. Marketing research
c. Brainstorming
d. Determining potential ROI

7. A static demand curve assumes:
a. Income is derived from demand
b. Price is constant and fixed costs change
c. Everything except price remains constant
d. A change in quantity demanded causes a chance in price

8. When electronic data interchanges (EDIs) are used to describe new products and provide pictures and information they support the __________ function in the four P’s of marketing.
a. Product
b. Price
c. Promotion
d. Place

9. The three elements in any IMC strategy are the consumer, the channels and:
a. Direct marketing feedback
b. The web track-software
c. The results
d. Event sponsorship

10. “The “Got Milk?” ads are an extremely effective ________ campaign.
a. Brand focused
b. Consumer generated
c. Primary demand