Constantly developing the “next new thing” leads to _________ leadership.
A.Convenience
B.Image
C.Innovative
D.Price
E.Personnel
Constantly developing the “next new thing” leads to innovative leadership. For
example, Apple.
The Food and Drug Administration requires all processed-food companies to provide
detailed nutritional information clearly identifying calories, fats, carbohydrates, and
other information. This is an example of the ________ requirement of labeling.
A.Legislative
B.Marketing
C.Legal
D.Industry
E.Consumer
Labels must meet federal, state, even local rules and regulations.
Interactive marketing is a(n) _____ relationship between companies, their brands, and
customers.
A.Unidirectional
B.Linear
C.Internet-driven
D.Traditional
E.Personal selling
Interactive marketing is an Internet-driven relationship between companies, their
brands, and customers. It enables customers to control information flow and encourages
customer-company interaction as well as a higher level of customer service.
Lack of cross-functional planning and poor communication among departments is often
referred to as ________.
A.Independent thinking
B.Business unit silos
C.Sole searching
D.Parallel development
E.Business a usual
CRM needs cross-functional planning and good communication among departments
within a firm. Lack of it is called as Business unit silos, which can lead to difficulties in
CRM.
To use touchpoints successfully, the firm must ________________.
A.Try to identify all possible touchpoints
B.Develop specific objectives for the kind of information needed at each touchpoint
C.Figure out what kind of data are needed
D.Develop policies on how the information will be accessed and used
E.All of the above
A touchpoint is where the selling firm touches the customer in some way, so that
information about the customer can be collected. This information is used further in
marketing planning. To maximize a firm’s ability to successfully use touchpoints, an
ongoing concerted effort must be undertaken to carry out all the above mentioned
points.
UniCore implemented a CRM system two years ago. Unfortunately, the IT guys chose
the system without asking employees across the board for their input and consequently,
most employees have yet to see the value of the system-even though they went through
extensive training. This CRM failure can best be described as _____________.
A.No allowances for organizational change
B.Low level of employee buy-in
C.Flavor of the month club
D.Poor training
E.Business unit silos
Since CRM is an enterprise-wide initiative, it will touch nearly everyone in a firm in
some way over time. Hence it is important to involve everyone in the organization in
CRM selection.
A manufacturer employing a(n)________________ focuses much of its promotional
investment on the end-user consumer.
A.Selective distribution
B.Exclusive distribution
C.Push strategy
D.Pull strategy
E.Intensive distribution
A manufacturer employing a pull strategy focuses much of its promotional investment
on the end-user consumer. For example, heavy advertising in mass media, direct
marketing, couponing, and other direct-to-consumer promotion are expected to create
demand from intermediaries from the bottom of the channel upward.
Hoffman Dirkbond is a senior executive in manufacturing. He has been concerned
about the age of the equipment and decides to do a study to evaluate the time and
money lost due to equipment failure. He decides to bring his research to the monthly
board meeting. In this way Dirkbond is playing the role of ___________ in the buying
process.
A.Gatekeeper
B.Initiator
C.User
D.Decider
E.None of the above
The initiator starts the buying decision process. Hoffman has initiated the evaluation.
CAFE standards are ________.
A.Standards for restaurants
B.Standards for coffee growers
C.Standards for automakers
D.Standards for cafeterias
E.Standards for emission control
CAFE stands for corporate average fuel economy. Thus, it is the standard the
government uses in the auto industry.
_____ is a ranking of individuals into harmonized groups based on demographic
characteristics such as age, education, income and occupation.
A.Customer group
B.Social class
C.Sophistication standards
D.Class structure
E.Household Life Cycle (HLC)
Social class ranks individuals into harmonized groups. Social class results from
complex interaction among many characteristics.
Products that start poorly in a product launch __________.
A.Seldom recover from the poor launch
B.Recover readily through increased marketing effort
C.Have a longer product life cycle
D.Have a knack for being the market leader through slow but steady growth
E.Have a shorter innovation diffusion process
The product launch is critical to the long-term success of the product as products
seldom recover from a poor launch.
Accountants, purchasing agents, engineers, and other players in a buying center
perceive the evaluation of products in different ways which makes a buying center:
A.Less effective than a center handled only by purchasing.
B.More effective since individuals with different perspectives gives a well-rounded
view of the purchase decision.
C.Chaotic since there are so many different view points for a product evaluation.
D.All of the above.
E.None of the above.
_______ focus on value-added benefits such as greater product selection, more
experienced service personnel, and other services.
A.Food retailers
B.Speciality retailers
C.Warehouse clubs
D.Discount stores
E.A & C
Specialty retailers focus on value- added benefits such as greater product selection,
more experienced service personnel, and other services. For those retailers, the focus is
on the delivered benefits and, as a result, prices are higher.
Martha purchases books, music, and videos at a large bookstore chain. Although the
store nearest to her house is less than five miles away it is a bit out of the way. The
location where she shops most frequently is 120 miles north of her home. It is located
just off the highway and a good place to take a break when she drives 270 miles to visit
her parents once a month. The store that is further away from her home offers
____________ utility.
A.Time
B.Form
C.Ownership and form
D.Form and cost
E.Place
The location away from home offers place utility because it is actually more convenient
than the hometown store.
_____ involves treating employees as customers and developing systems and benefits
that satisfy their needs.
A.Service inseparability
B.Internal marketing
C.Internal service value
D.Customer advocacy
E.Service branding
Internal marketing, that is, treating employees as customers and developing systems and
benefits that satisfy their needs, is an essential element of internal service quality.
Fishy’s Cat Food saw great returns on its advertising efforts when it was first
introduced, but even with increased spending, their market share has stopped growing
and has actually fallen in some areas. This is an example of _________.
A.A bad campaign
B.Advertising wearout
C.Overexposure
D.Marginal returns
E.Advertising response function
The advertising response function effect occurs when market share stops growing-or
even begins to decline-despite continued spending.