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Whole Foods is considered to be down-to-earth and wholesome by consumers. Whole
Foods has the trait of _____ brand personality.
A. Sincerity
B. Competence
C. Sophistication
D. Reliable
E. Honest
The marketing director of Bank Y decides to conduct a survey of 5,000 current
customers to gather information to answer the research problem of what the bank can
do to improve its services and customer satisfaction. She starts with a database of
50,000 current customers and randomly picks a name on the list to start. She then
selects every tenth person as she goes down the list to receive a survey. She is using a
________ method to select the participants in this study.
A. Probability sample
B. Random sample
C. Convenience sample
D. Nonprobability sample
E. Census
The marketing manager for ABC Appliances is working on the warranty for the
company's new line of dishwashers. She is considering a two-year total warranty based
on costs, but the competition offers a four-year total warranty and a five-year
mechanical warranty. She is worried that the shorter warranty she is planning will make
customers think that ABC's dishwashers are inferior in quality. She should think about
the _______ of the warranty.
A. Competitive advantage
B. Costs and benefits
C. Message
D. Product differentiation
E. Persuasiveness
The Internet created a rise in ___________________ as more and more people decided
to meet online to sell products to the highest bidder.
A. Price elasticity of demand
B. Stability pricing
C. Pricing tactics
D. Auction pricing
E. Reverse auction
Sales force effectiveness is a measure of market performance by a company that
focuses on how well the sales force does with respect to __________ in relationship to
sales.
A. Number of calls made
B. Number of potential accounts
C. Number of active accounts
D. All of these
E. None of these
Customers can quickly and easily become bored with any given advertising campaign, a
concept referred to as _____.
A. Advertising response function
B. Advertising informing
C. Advertising wearout
D. Advertising persuading
E. Advertising boredom
________________ may take the form of sharing important product remembering.
A. Coercive power
B. Reward power
C. Expert power
D. Referent power
E. Legitimate power
Channel members add their value by bridging gaps in form, time, place, and ownership
that naturally exist between ___________________.
A. Consumers and transporters
B. Producers and transporters
C. Producers and consumers
D. Producers and retailers
E. None of these
______________ involves an explicit or implicit threat that a channel captain will
invoke negative consequences on a channel member if it does not comply with the
leader's request or expectations.
A. Coercive power
B. Reward power
C. Expert power
D. Referent power
E. Legitimate power
Positioning is not what the company does to the product but what the company does to
______________________.
A. The mind of the customer
B. The supply chain
C. The competition
D. Advertising
E. Sales promotion
One example of a push strategy is _______________.
A. Couponing
B. Consumer rebates
C. Sales contests
D. Paying a slotting allowance
E. Both sales contests and paying a slotting allowance
Tamara is searching for a new camera. This is a _____, so the entire process will take
longer.
A. Big decision
B. High-involvement purchase
C. Low-involvement purchase
D. Repeat purchase
E. High-cost product
Through the _______________ the sender translates an idea to be communicated into a
symbolic message consisting of words, pictures, numbers, and gestures in preparation
for transmittal to a receiver.
A. Decoding
B. Encoding
C. Noise
D. Distortion
E. Message
Every zip code in the United States falls into profiles provided by Nielsen's Claritas in
its database called _________.
A. GEO-FIX
B. PRIZM
C. AIO
D. VALS
E. Psychovision
Industrial sellers often include with the RFP a ________.
A. Strong financial analysis of the purchase
B. Strong request to be the sole source for the contract
C. Financial incentive to make the purchase in the form of discounts
D. Financial incentive to make the purchase in the form of free service
E. None of these
