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Relative advantage, compatibility, complexity, divisibility, and communicability are all
characteristics of ________.
A) alternative evaluations
B) the degree of buyer involvement
C) a product's rate of adoption
D) unexpected situational factors
E) postpurchase behaviors
Which of the following is true with regard to marketing research?
A) The marketing research process depends primarily on sophisticated internal
databases.
B) The marketing research process requires assessing macroeconomic forces.
C) Marketing research gives marketers insights into customer motivations.
D) Marketing research eliminates the need for a SWOT analysis.
E) Marketing research is a simple two-step process.
Which of the following is most likely true with regard to people's views of
organizations in contemporary America?
A) In the American workplace, there has been an overall increase in organizational
loyalty.
B) Most Americans are confident in their employers and are unlikely to switch jobs as
frequently as in the past.
C) The past two decades have seen a sharp decrease in confidence in and loyalty toward
America's business organizations.
D) Most U.S. workers view work as a source of personal satisfaction and organizational
pride.
E) In the last decade, corporate scandals and layoffs had little impact on people's
confidence in U.S. firms.
Fosters and Mason House, two major coffee brands, competed neck and neck based on
their product attributes and price promotions. They were soon blindsided by the arrival
of Starcoffeez, which focused more on the coffee experience rather than the coffee. This
resulted in major losses for the two companies. This is an example of ________.
A) self-competition
B) competitor myopia
C) competitor backlinking
D) marketing myopia
E) perfect competition
A company that makes products that give high immediate satisfaction but may hurt
consumers in the long run makes ________ products.
A) deficient
B) pleasing
C) salutary
D) desirable
E) threatening
According to Maslow's hierarchy of needs, which of the following is the LEAST
pressing need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
Which group includes neighborhood residents and community organizations?
A) local publics
B) government publics
C) internal publics
D) citizen-action publics
E) media publics
________ serves as a guide to the future by showing how the company's products and
services, processes, and policies must evolve and what new technologies must be
developed to get there.
A) New clean technology
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
Target recently opened temporary shops to celebrate limited-run collections by Jason
Wu in Toronto and Missoni in New York. These temporary shops are examples of
________
A) lifestyle centers
B) pop-up stores
C) warehouse clubs
D) strip malls
E) category killers
Snappy Cameras is launching a new advertising campaign to demonstrate the high
quality of its digital cameras. Which media option would give the audience the most
control over exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Teenagers are expected to respond in a similar way to a set of marketing efforts. In
other words, this group represents a ________.
A) channel intermediary
B) line extension
C) market segment
D) product attribute
E) brand personality
The ________ environment consists of laws, government agencies, and pressure groups
that influence or limit various organizations and individuals in a given society.
A) socio-legal
B) cultural
C) political
D) technological
E) economic
The ________ seeks to prevent unfair price discrimination by ensuring that sellers offer
the same price terms to customers at a given price level.
A) RICO Act
B) Robinson-Patman Act
C) Sherman Act
D) Clayton Act
E) Celler-Kefauver Act
Which of the following processes does value-based pricing reverse?
A) high-low pricing
B) everyday low pricing
C) cost-based pricing
D) good-value pricing
E) value-added pricing
When the seller allows only certain outlets to carry its products, this strategy is called
________.
A) exclusive distribution
B) subjective dealing
C) selective distribution
D) exclusive pricing
E) disintermediation
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
Of the 141 companies on the list, Jason chose to survey only 75 of them. He sent
surveys to both small as well as large companies. If Jason selected survey recipients
randomly from two mutually exclusive groups comprising of small and large companies
respectively, he most likely used a ________.
A) simple random sample
B) judgment sample
C) convenience sample
D) stratified random sample
E) quota sample
