217. (p. 85) One of the problems associated with self-regulation is
A. the lack of a code of ethics.
B. information overload.
C. corporate espionage opportunities.
D. the absence of a mechanistic structure.
E. noncompliance by members.
The problems associ
1. Question :
Dividing the market into segments based on variables such as age,
gender, family size, family life cycle, income, occupation,
education, religion, race, generation, and nationality is called
1. Question :
The purpose of a situation analysis is to evaluate a firm's _.
internal and external environments
Question 2 Question :
Which of the following i
9-91 80/20 RULE
Todd Harris and Associates, a New York sales promotion agency, discovered from analysis of its
files that one-fifth of its clients accounted for more than three-quarters of its fees and commissions.
This is an example of what c
9-7 MARKET SEGMENTS
The phrase relatively homogeneous groups of prospective buyers is most descriptive of:
1. Question :
Marketing involves actions to build and maintain _.
Question 2 Question :
To communicate a product's cutting edge or h
197. (p. 84) Contracts that demand buyers purchase all or part of their needs for a product from a
particular seller for a period of time are called
A. exclusive deals.
B. tying arrangements.
C. requirement contracts.
D. territorial dealership contracts.
193. (p. 84) The primary purpose of a doppelganger is to
A. make people laugh which subconsciously makes the desire the real product.
B. protect trademarks infringement by competing firms in the same industry.
C. undermine the integrity of existing brand
199. (p. 85) A software manufacturer will only sell its popular line of Harry Potter software
games to retailers who will also carry its less successful Star Wars: The Prequel software
games. This is an example of
A. exclusive dealing.
B. a requirement co
192. (p. 84) Figure 3-5 above represents
A. Starbuck's promotional logo that coincides with the release of every new Star Wars movie.
B. a digitally produced a trademark doppelganger.
C. Starbuck's "going green" emblem warning customers to recy
201. (p. 85) A paint manufacturer will sell a retail paint outlet its paint only if the retailer also
buys the manufacturer's line of brushes and accessories. This is an example of
A. an exclusive dealing.
B. a requirement contract.
C. an exclusive territ
203. (p. 85) Which of the following is an example of advertising and promotion-related
A. The Robinson-Patman Act
B. The Consumer Product Safety Act
C. The Lanham Act
D. The FTC Act of 1914
E. The Fair Packaging and Labeling Act
The FTC Act o
211. (p. 85) Legislation such as the Children's Online Privacy Protection Act (1998), the
Controlling the Assault of Non-solicited Pornography and Marketing (CAN-SPAM) Act
(2004), and the European Union Data Protection Act (1998) are all forms of regulati
205. (p. 85) An FTC action that requires a company to spend money on advertising to correct
previous misleading ads.
A. comparative advertisement
B. corrective advertising
C. competitive advertising
D. a truth in advertising order
E. promotional monitorin
209. (p. 85) For 18 months, Warner-Lambert Co. was required to include the following statement
in all television advertisements for Listerine: "Listerine will not help prevent colds or sore
throats or lessen their severity." This requirement was imposed b
207. (p. 85) The _ can require a company to spend money on corrective advertising to
correct previous misleading ads.
A. Food and Drug Administration
B. U.S. Department of Justice
C. U.S. Department of Agriculture
D. Federal Trade Commission
195. (p. 84) An arrangement a manufacturer makes with a reseller to handle only its products and
not those of competitors.
A. exclusive dealing
C. requirement contracting
D. territorial dealership contracting
E. preferential promotions contractin
181. (p. 83) The Lanham Act cannot protect the rights to a trademark if
A. the company is accused of violating the Sherman Antitrust Act.
B. the product patent is less than 17 years old.
C. the name or symbol has become generic.
D. the statute of limitati
171. (p. 82) The purpose of _ is to give the author of a literary, dramatic, musical, or
artistic work the exclusive right to print, perform, or otherwise copy that work.
A. copyright law
B. patent law
C. criminal law
D. commercial law
E. antitrust law
182. (p. 83) The manufacturers of several of the products in Figure 3-4 above are concerned that
the product names will become generic. The legislation most likely to address this issue is the
A. Patent Act.
B. Lanham Act.
C. Sherman Antitrust Act.
175. (p. 83) Consumerism refers to
A. a movement of conspicuous consumption that began when the Cold War ended.
B. a shift in the way Americans viewed shopping-from a task of necessity to a form of
C. a collaborative effort between buyers a
173. (p. 83) In the 1960s, President Kennedy developed what is known as the Consumer Bill of
Rights. This legislation was developed to protect consumers from unscrupulous marketers and
guaranteed consumers four fundamental rights, including the right to b
177. (p. 83) The Infant Formula Act (1980), The Nutritional Labeling and Education Act (1990),
and the The Fair Packaging and Labeling Act (1966) are all examples of
A. consumer-oriented federal laws.
B. pricing-related legislation.
179. (p. 83) The two major purposes for any trademark statute are to
A. Protect the investment of energy, time, and money that the owner of a trademark, invested in
the development of the product and guarantee the owner of the trademark complete rights to
183. (p. 83) Which of the products in Figure 3-4 above is least likely, at this point in time, to be
concerned with having its name become generic?
A. Kleenex because most people just ask for a tissue
B. Jello because there are not other gelatin desserts
185. (p. 83) In 1988 the Trademark Law Revision Act resulted in a major change to the Lanham
Act. The change allows
A. a company to secure rights to a name before actual use by declaring an intent to use the name.
B. products to use generic terms as trade
187. (p. 83) The Trademark Law Revision Act (1988) addresses the right of a company to
A. sell to the highest bidder, a trademark that has expired or been retired.
B. incorporate an unlimited number of new products under the same trademark.
C. secure righ
190. (p. 84) The Federal Dilution Act (1995)
A. prevents someone from using a trademark on a non-competing product.
B. provides for registration of a company's trademarks.
C. allows a company to secure rights to a name before actual use.
D. facilitates th
213. (p. 85) Self-regulation refers to
A. governmental guidelines suggesting what is legal and ethical and what is legal but not
B. a self-imposed set of rules set by a specific industry that dictates legal and ethical behaviors.
C. an alternativ
215. (p. 86) The Better Business Bureau
A. is the best-known federal agency involved in monitoring self-regulation of competing
B. has a great deal of legal power to force a company to comply with regulations.
C. is not involved with Internet