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Cadbury’s “Sports for Schools” promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which […]

The zone of tolerance for a service is the perceived economic benefit in relationship to the economic cost. Marketing channels are the set of pathways a product or service follows after production, culminating in purchase and consumption by the final […]

Profitability control is the prime responsibility of line and staff management. If a small Iowa college builds awareness among applicants from Nebraska, increases the target audience’s knowledge about its offerings, communicates in a way that makes the target audience like […]

A tachistoscope flashes an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds and asks the respondent to describe what s/he recalls. A drawback of public relations […]

Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population? A) observational research B) descriptive research C) quantitative research D) survey research E) experimental research Services high […]

________ pricing takes into account a host of inputs, such as the buyer’s image of the product performance, the channel deliverables, the warranty quality, customer support, and attributes such as the supplier’s reputation, trustworthiness, and esteem. A) Perceived-value B) Value […]

Which of the following is the first step in setting a pricing policy? A) selecting a pricing method B) selecting the pricing objective C) determining demand D) estimating cost E) analyzing competitors’ costs, prices, and offers The ________ lays out […]

If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________ channel. A) service B) distribution C) communication D) relationship E) standardized Which of the following methods for […]

To manage costs, most companies are choosing a leveraged sales force that focuses reps on selling the company’s more complex and customized products to large accounts and uses inside salespeople and online ordering for low-end selling. Preparing separate, unrelated online […]

Firms that can develop substitute materials for finite nonrenewable resources have an excellent opportunity. The marketing funnel identifies the profitability of consumers at each stage in the decision process. Answer: FALSE Customers usually have a lower price threshold below which […]

Which of the following is an example of a limited-service retailer? A) Customers at TAB pick out the products they want and pay at the checkout counter. B) Salespeople at Eli are always on hand to offer shoppers advice and […]

In general, personal selling is one of the most helpful tools for closing sales. In the new communication environment, advertising is often the single most important element of a marketing communications program for sales and building brand and customer equity. […]

When Japanese teenagers carry mobile phones from NTT and use them to order goods, they are engaged in ________. A) B2B ecommerce B) brick-and-click commerce C) infomediation D) dilution E) m-commerce The introduction of Diet Coke by the Coca-Cola Company […]

A waterfall approach to entering foreign markets is described as entering countries simultaneously. Hard-core loyals can show the firm which brands are most competitive with its own. Answer: FALSE If the length of a product’s downtime increases, the cost incurred […]

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Maytag product, while […]

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important? A) personal characteristics B) demographic variables C) situational factors D) operating variables E) purchasing approaches A possible […]

Elance.com is a service provider that allows contractors to describe their level of satisfaction with subcontractors. This is an example of a ________. A) government source of data B) public blog C) customer complaint site D) combo site offering customer […]

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment’s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion. A) single-segment concentration B) selective […]

The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices. Supply chain management starts before physical distribution. Answer: TRUE The indirect approach to assessing brand equity assesses the actual […]

Brand ________ is the job of estimating the total financial worth of the brand. A) tracking B) auditing C) equity D) valuation E) harmonization ________ refers to a planning process designed to assure that all brand contacts received by a […]

A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. According to the BrandZ model, “Bonded” consumers at the lower levels of the pyramid build stronger relationships […]

Marketers can assume that people who buy a given product want the same benefits from it. The public relations function of lobbying involves advising management about public issues as well as company positions and image during good times and bad. […]