In ________, two or more brands are directly compared against each other on certain
attributes.
A. Pioneering advertising
B. Comparative advertising
C. Competitive advertising
D. Institutional advertising
E. All of these
Concentrated target marketing is often used by ________.
A. Large companies to dominate a market
B. Start-up firms to enter a market as a focus player
C. All firms
D. Virtual firms that use Internet marketing
E. Michael Porter in a consulting capacity
The business case analysis stage is important because ________.
A. Not a lot of money has been spent on the new product until this point of the
new-product development process
B. It represents another low-cost analysis prior to developing a prototype product
C. The firm has already decided to take this product to the market and this analysis
must confirm this action
D. A, B, and C
E. None of these
Customers may visit the Levi’s clothing website or some company-owned stores and
order a pair of jeans that will be made especially for them. Levi’s has adopted a
___________ approach.
A. Market orientation
B. Mass customization orientation
C. Differentiation orientation
D. Product orientation
E. Relationship orientation
Intel demonstrated its commitment to China by ____________.
A. Making China a key supplier of chips
B. Opening a new plant in China
C. Giving China the product specifications for the most advanced chips
D. Giving China the best price on the latest chips
E. All of these
The long-term objective of strategic marketing is ____________.
A. Providing customer satisfaction at all costs
B. Achieving profitability through building a customer-oriented organization
C. Understanding where the company with be in 10, 20, and 30 years
D. Getting ahead while doing well in society
E. Studying the competition
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. Shelf fee
_________ is not a distinct characteristic of services that is different from physical
goods.
A. Variability
B. Perishability
C. Assurance
D. Intangibility
E. Inseparability
Most services are not _________.
A. High in credence qualities
B. High in experience qualities
C. Difficult to evaluate
D. High in search qualities
E. None of these
When nonregulated services (which exclude the professional services of doctors,
lawyers, accountants, and so on) are credence services, they often self-regulate by
____________.
A. Forming local groups to coordinate their image
B. Creating industry trade groups that regulate quality and serve as a clearinghouse for
information and referrals
C. Opening an office in Washington, DC, to lobby for their interests
D. Creating advertisements that local companies can use to advertise their individual
service
E. None of these