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Which figures does the company use to analyze the new product's financial
attractiveness?
A) size of population
B) expected market share
C) number of competitors
D) anticipated number of options
E) sales and costs
Sparkling Valley, a luxury resort, prices cottages facing the lake higher than cottages
that do not, even though the cottages and services offered are identical in every other
aspect. This form of pricing is called ________ pricing.
A) location-based
B) time-based
C) by-product
D) seasonal
E) captive product
Gary wants to expand the reach of his business. An effective approach to reaching the
most likely potential customers would be ________ marketing. The message will
include a link to Treble Clef's Web site.
A) e-mail
B) viral
C) kiosk
D) mobile
E) catalog
To measure the ________ effects of an ad after it has aired, the advertiser can evaluate
how the ad affected consumer recall, product awareness, attitude changes, and
preference.
A) sales
B) profit
C) communication
D) continuity
E) associativity
The FTC has adopted a three-day cooling-off rule to give special protection to
________.
A) customers who purchased because of deceptive advertising
B) customers who purchased because of bait-and-switch tactics
C) customers who were not seeking a product
D) resellers who do not receive proportionately equal treatment from manufacturers
E) resellers who are not covered by the Robinson-Patnam Act
Which of the following marketing strategies should marketing managers focus on to
manage detailed information about individual customers and carefully manage
customer touchpoints to maximize customer loyalty?
A) customer divestment
B) customer-managed relationships
C) the societal marketing concept
D) partner relationship management
E) customer relationship management
Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety
of services offered by the firm. It also has a guestbook where customers can provide
feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz
Aviation posts, as well as read and respond to blogs and ask questions.
GoOscarzAv.com is an example of a(n) ________.
A) online social network
B) blog
C) kiosk
D) branded community Web site
E) digital catalog
Ferrari sports cars claim superior quality, performance, and style. Ferrari provides
"perfection" at a premium price to keep its brand image intact. Which type of value
proposition does Ferrari most likely position its products with?
A) more for the same
B) more for more
C) less for much less
D) the same for less
E) more for less
________ tend to be straightforward outlines of benefits and positioning points that the
advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans
________ or smart tag technology helps companies locate a product's exact position
within its supply chain.
A) RFID
B) PRM
C) VMS
D) BCODE
E) 3PL
Many companies use RFID product labels on their goods, which exemplifies the
________ environment in business.
A) natural
B) political
C) economic
D) demographic
E) technological
Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed
servers and computers for his company, he decided to order these from a local vendor
who was offering attractive discounts. In this instance, Peter ________.
A) faces a new task situation
B) faces a modified rebuy situation
C) is most likely to benefit the most from reverse auction
D) faces the need for product differentiation
E) plans to attract customers by offering products at below-market prices
Which of the following statements about break-even analysis is true?
A) It is used to determine how much production experience a company must have in
order to achieve desired efficiencies.
B) It is a technique used to calculate fixed costs.
C) It determines the amount of retained earnings a company will have during a given
accounting period.
D) It is a technique marketers use to determine the relationship between supply and
demand.
E) It is calculated by using variable costs, the unit price, and fixed costs.
________ help companies stock and move goods from their points of origin to their
destinations.
A) Retailers
B) Physical distribution firms
C) Marketing services agencies
D) Resellers
E) Suppliers
Consumers today receive commercial messages from a broad range of sources.
However, consumers ________ the way marketers do.
A) don't distinguish between message sources
B) never pay attention to sales promotions
C) don't care about buzz marketing
D) are not able to block out messages
E) block out all media messages
A(n) ________ is a set of symbols that the sender transmits.
A) encoder
B) feedback loop
C) message
D) media
E) decoder
Experimental research is best suited for gathering ________ information.
A) exploratory
B) causal
C) random
D) unstructured
E) descriptive
In the scenario, Ruben has segmented his market based on ________.
A) geography
B) benefits sought
C) occasion
D) degree of loyalty
E) demographics
Which of the following is a major step in selecting advertising media?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
Which of the following actions is a restaurant owner most likely to take in order to
reduce problems associated with service intangibility?
A) increase entree prices after 6:00 p.m.
B) provide clean tablecloths and fresh napkins for each new customer
C) empower employees to handle customer complaints
D) offer discounted prices for appetizers ordered during happy hour
E) hold regular employee workshops focusing on customer service
If Milt Alden focuses on overall costs of manufacturing plus profit in setting product
prices, which strategy would he employ?
A) break-even pricing
B) competition-based pricing
C) value-added pricing
D) cost-plus pricing
E) good-value pricing
________ consists of creating something new to meet the needs of consumers in a
given country.
A) Communication adaptation
B) Joint venturing
C) Product invention
D) Straight product extension
E) Product adaptation
Marketers publicize inbound toll-free numbers to consumers in television and print ads,
direct mail, and catalogs. The benefit to sellers is that it presents an opportunity for
consumers to order products and for the seller to build the relationship. A benefit to
consumers is ________.
A) increased convenience
B) increased telemarketing calls
C) decreased telemarketing calls
D) 24/7 availability of support
E) a discounted price on the product
Which of the following would be the most logical way for Indiana Wood to expand?
A) establishing an online presence
B) pursuing retail convergence
C) implementing RFID inventory tracking
D) establishing a community-gathering environment in the store
E) joining a producers' cooperative
In Chinese, the KFC slogan "finger-lickin' good" came out as "eat your fingers off."
And Motorola's Hello-moto ringtone sounded like "Hello, Fatty" in India. Which of the
following strategies can be used to avoid such mistakes?
A) communication adaptation
B) standardized global marketing
C) straight product extension
D) product adaptation
E) communication extension
A(n) ________ argument is most likely to be effective when the audience is highly
educated or likely to hear opposing claims.
A) one-sided
B) two-sided
C) moral
D) emotional
E) structured
Under which promotional mix strategy does the producer direct its marketing activities
toward channel members to induce them to carry the product and promote it to final
consumers?
A) pull strategy
B) blitz strategy
C) push strategy
D) buzz strategy
E) pulse strategy
Which of the following is a type of flow that connects all institutions in a marketing
channel?
A) payment flow
B) ownership flow
C) physical flow
D) promotion flow
E) information flow
By showing buyers a better way to make an object, outside sellers can ________.
A) turn straight rebuy situations into modified rebuy situations
B) reduce delivery times and save money
C) provide incentives for larger orders
D) turn straight rebuy situations into new task situations
E) discourage straight rebuys
The economic environment consists of economic factors that affect ________.
A) cultural patterns of communities
B) entrepreneurial orientation of a population
C) the quality of technological innovation
D) consumer purchasing power
E) the natural environment
Which of the following is true of channel members?
A) They act independent of each other.
B) They play specialized roles in the channel.
C) They are not accountable to other channel members.
D) They play generalized and interchangeable roles in the distribution process.
E) Their competence and cooperation don't affect the company's image or profits.
