The importance of various marketing-mix elements varies over the product life cycle.
Psychographics divide the total market in a geographic area into segments based on
activities, interests, values, opinions, personality characteristics and attitudes using
statistical procedures.
Competitive distribution structures cannot differ in the same market.
It is of little use for marketing managers to use a survey designed in-house to better
understand the customer base.
A direct channel appears to be better than an indirect channel when after-sale service is
important.
Marketing managers can fully control their brands.
Customer focused marketing advocate serving all customers needs at all costs.
The purchaser is the person in the organization who has the ultimate authority for a
“go/no-go” decision.
The set of products that the customer has no intention of buying or has no information
about is known as evoked set.
A marketing manager cannot be successful without spending a considerable amount of
time talking to customers.
In Integrated Marketing Communications, marketing messages are coordinated to
reinforce what each is saying and to prevent customer confusion from conflicting
messages.
Too many products in the upper quadrants implies significant cash flow requirements
that are not being met.
A supply-based approach classifies competitors based on customer attitudes and
behaviors.
Co-creation is a much deeper level of involvement than simply being recruited as part
of a panel or competition.
Which of the following refers to surveys that are taken at fixed time intervals in order to
monitor advertising awareness, product usage, or strategy-related measures such as
product positioning over time?
A) awareness studies
B) tracking studies
C) time studies
D) marketing potential studies
When providing basic logistical services, the channel member is providing the function
of:
A) marketing research.
B) physical distribution.
C) risk taking.
D) negotiation.
Which of the following is most likely to be an objective of only a
government-controlled firm?
A) maintaining employment
B) increasing profit in the long run
C) increasing market share
D) short-term profit
A marketing managers task is to identify variables that describe customers in terms of
their own particular characteristics. These variables are called:
A) enhancers.
B) identifiers.
C) descriptors.
D) encryptors.
According to the text, organizations can become customer-oriented by:
A) distributing information on all important buying influences only among marketing
department personnel and brand managers.
B) making strategic and tactical decisions interfunctionally and interdivisionally.
C) spending large sums of money in research and development.
D) introducing line extensions rather than creating new products.
Which of the following will be included in the marketing cost?
A) cost of capital
B) research and development expenditure for a new product
C) cost of product samples
D) salaries of shop floor workers
The interactions that a customer has with a company are termed:
A) experiences.
B) elucidations.
C) relationships.
D) solutions.
________ are customers who have high satisfaction but high switching rates as well.
A) Loyalists/Apostles
B) Defectors/Terrorists
C) Mercenaries
D) Hostages
Eye tracking is an example of:
A) physiological methods.
B) portfolio test.
C) readability test.
D) theater test.
The maximum sales of a product category reasonably attainable under a given set of
conditions within a specified period of time is known as:
A) market potential.
B) market forecast.
C) sales forecast.
D) market attractiveness.
Which of the following approaches to developing competitive advantage is most likely
to involve a payment of price premium by the customers?
A) price-based advantage
B) brand-based advantage
C) customer focus advantage
D) differentiation advantage