Unit 3 Test Instructor's Edition

Use the following to answer questions 1-6: Read this passage carefully and answer the questions that follow. Consumers Vote with Their Wallets Marketing executives know that consumers are the ones in charge of deciding what products and services will be offered in the market, and through what channels. Businesses must provide what consumers want, or their competitors will. Business people learn what consumers want by keeping track of what the consumers are voting for with their buying decisions. For example, if shoppers like a new product, they buy it instead of the old product nd wise businesspeople pay close attention. It is easy to convince businesspeople to sell what consumers have explicitly and implicitly voted for. This is the logic behind free samples in the grocery store and marketing surveys. When the first discount stores opened in the 1950s, many businesses were caught by surprise. Professionals in the retail sector thought that consumers would continue to buy from their local neighborhood stores because of the personal service, convenient location, and store owners who were trustworthy members of the community. They were surprised to learn that their customers were willing to drive out of the neighborhood, buy without the help of knowledgeable salesclerks, in stores owned by strangers. Consumers, it turns out, were willing to sacrifice all of the advantages of neighborhood shops in order to get three things. That is, they voted with their wallets for evening shopping, Sunday shopping, and above all, low prices. These three things were offered at the big discount stores. Consumers changed the retail industry forever by abandoning their neighborhood stores. That change continues today, and it is expected to continue. Today, store owners and politicians argue that big discount stores are driving the small, family-owned stores out of business and ruining the character of American neighborhoods. What they often don't understand is that shoppers voted for these new types of stores long ago, and they are not about to change their votes. 1. From the time that discount stores opened, consumers oted for lower prices above personal service. A) True B) False 2. Above all else, consumers want to buy products from people they trust. A) True B) False

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3. When big discount stores began opening up in the 1950s, most retailers thought that ___. A) people would continue to shop at neighborhood businesses B) people would shop where they could get the lowest price C) people would choose reliable warranties above all other things D) people would be excited about the longer hours 4. The author implies that the benefits of small neighborhood shops include all of the following except ___. A) convenient location B) personal service C) employees and owners that are known in the community D) weekend hours 5. Because consumers vote with their wallets, it is evident that the most important factor people think about when they shop is ___. A) the location of the store B) the hours of the store C) the price of the products D) the reputation of the store owners 6. The main idea of the reading is that ___. A) large discount stores have replaced small neighborhood businesses B) small businesses have more convenient locations than large discount stores C) business people learn what is important to consumers by watching how they spend their money D) politicians would like to redirect how people shop 7. Because the ____ of his article was delayed, the author couldn't list it on his resume. A) publication B) publishes C) published 8. The organization is famous for ____ thoughtful, current, academic articles. A) publication B) publishes C) publishing 9. The experiment was considered one of the most ____ studies conducted at the university in the twentieth century. A) innovation B) innovate C) innovative

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10. In science and technology, awards are given for especially good examples of ____ that help improve research methods. A) innovation B) innovate C) innovative 11. The project coordinators ____ the participants that they were not being analyzed for any particular behavior or reaction. A) convince B) convinced C) convincing 12. She refused to participate in the animal research at her university because she was ____ that is was really necessary. A) unconvinced B) convinced C) unconvincing 13. The ads for the new running shoes ___ the authority of sports doctors, athletes, and even a fashion designer. A) innovated B) invoked C) exported D) administered 14. The researchers decided to ___ a group of people at a popular restaurant to find out how to improve service around the country. A) survey B) publish C) invoke D) convince 15. The administration didn't have a policy about talking to the media, but there seemed to be (a)n ___ agreement not to comment to reporters. A) explicit B) domestic C) innovative D) implicit

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16. The results of the research were ___ in a well-known journal just three months after the study ended . A) innovative B) published C) explicit D) implicit 17. Although the marketing team was confident that the new style would be popular with teenager boys, they weren't sure whether other ___ of the market would like it. A) sectors B) channels C) surveys D) publications 18. She was ___ told that she could not participate in the survey, but she wanted to hear the questions anyway. A) implicitly B) convincingly C) domestically D) explicitly 19. The company is hoping to ___ products to customers around the world as soon as they get the final approval from the government agency. A) administer B) export C) publish D) convince Use the following to answer questions 20-26: Use the words in the box to complete the sentences. Use each word one time. channels convince administer domestic income innovation publish

20. They couldn't _______________ the test until all the participants were in their seats. 21. Many people feel that _______________ is more prevalent in times of war because countries are motivated to experiment with science and technology.

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22. She was assured that her _______________ would be significantly higher if she took the job at the main office downtown. 23. She missed a lot of work last month because of some _______________ problems. 24. Melissa wasn't sure of the correct _______________, so first she discussed her final project with the teaching assistant, then with her professor, and finally with her educational advisor. 25. Since the goal was to _______________ the results, the group talked to the editor before they designed the study. 26. After her final research project was completed, Maria had to _______________ a panel of professors that the project was good enough to be considered for the science award. 27. Do you feel that small stores owned by members of a community are more or less valuable to a town than large discount stores? What qualities of each are most important? 28. What is the most important factor to consider when a person opens a new business? What should the new owner focus his or her attention on?

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Answer Key
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. A B A D C C A C C A B A B A D B A D B administer innovation income domestic channels publish convince

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