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The business buyer makes the fewest decisions in the straight rebuy situation and the
most in the new-task situation.
Warranties are formal statements of expected product performance by the manufacturer.
In the context of Starbucks, 24-hour training program for baristas, stock options/health
benefits, triple filtrated water, and a totally integrated system are examples of brand
mantras within the brand positioning bull's-eye.
Personal influence carries especially great weight when products are inexpensive,
risk-free, or purchased frequently.
The more favorable a country's image, the less prominently the "Made in'¦" label should
be displayed.
A scale that describes the respondent's intention to buy a particular product is called a
rating scale.
Visualization requires people to create a collage from magazine photos or drawings to
depict their perceptions.
A marketing plan is evaluated on the basis of how simple, specific, realistic, and
complete it is.
Selective attention is the tendency to interpret information in a way that will fit our
preconceptions.
Companies should first think of the target market and then design the supply chain
backward from that point. This strategy is called demand chain planning.
Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Which of the following represents an aspect of the Empathy dimension of
SERVQUAL?
A) providing service as promised
B) readiness to respond to customers' requests
C) giving customers individual attention
D) making customers feel safe in their transactions
E) visually appealing facilities
In which of the following forms of countertrade do buyers and sellers directly exchange
goods, with no money and no third party is involved?
A) buyback arrangements
B) offsets
C) barter
D) sealed bids
E) compensation deals
Dennis requests his father to buy him a PlayStation® for his birthday. With respect to
consumer decision roles, which role is Dennis currently playing?
A) initiator
B) influencer
C) decider
D) buyer
E) gatekeeper
If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is
using what is called a ________ scorecard.
A) customer-performance
B) stakeholder-performance
C) marketing balanced
D) vendor
E) generic
GameTech International Inc. engages in the design, development, and marketing of
interactive electronic bingo systems primarily in the United States. The company has
plans to enter developing markets such as Brazil and India. TechToys, GameTech's
major competitor has already started operations in India. GameTech decides to delay its
entry to India and to closely observe TechToys' operations in India. What is the possible
rationale behind this delaying decision?
Everyday low pricing is most suitable if ________.
A) consumers are willing to perform activities such as clip coupons to avail of
discounts
B) consumers tend to associate price with quality
C) customers are insensitive to changes in price
D) the cost of conducting frequent sales and promotions is high
E) consumers have sufficient time to find the best prices
When Apple introduced its iPhone, it was priced at $599. This allowed Apple to earn
the maximum amount of revenue from the various segments of the market. Two months
after the introduction, the price had come down to $399. What kind of a pricing did
Apple adopt?
A) loss-leader pricing
B) market-penetration pricing
C) market-skimming pricing
D) target-return pricing
E) value pricing
TV advertising is considered to be particularly advantageous because ________.
A) the low volume of nonprogramming material on television makes it difficult for
consumers to ignore or forget ads
B) it provides detailed product information and effectively communicates user and
usage imagery
C) it can vividly demonstrate product attributes and persuasively explain their
corresponding consumer benefits
D) TV channels are very targeted, ads are relatively inexpensive to produce and place,
and short closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage
Which of the following theories developed by Frederick Herzberg distinguishes
dissatisfiers from satisfiers?
A) trait-role theory
B) psychological constraint theory
C) probability theory
D) leadership model
E) two-factor theory
A given percentage increase in consumer demand can lead to a larger percentage
increase in the demand for plant and equipment necessary to produce the additional
output. Economists refer to this as ________.
A) derived demand
B) inelastic demand
C) the acceleration effect
D) a straight rebuy
E) the sales cycle
Which of the following best describes BR Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10 percent premium on our chicken.
Becoming part of a personally relevant moment in consumers' lives through ________
can broaden and deepen a company or brand's relationship with the target market.
A) advertisements
B) events and experiences
C) sales promotions
D) public relations
E) direct marketing efforts
In 2010, the three top B-to-C ________ were Dell ($52 billion), Staples ($9.8 billion),
and CDW ($8.8 billion).
A) inbound telemarketers
B) catalog sellers
C) outbound telemarketers
D) infomercial marketers
E) mobile marketers
Which of the following is an external marketing metric that companies need to
monitor?
A) resource adequacy
B) staffing or skill levels
C) active innovation support
D) market share
E) relative employee satisfaction
Creative strategies refer to the ________.
A) way marketers translate their messages into a specific communication
B) amount of creative content in a communications message
C) degree of innovation involved in the marketing of a product
D) novelty of a marketing communication
E) type of medium used to deliver a marketing communication
In ________ marketing, the firm operates in several market segments and designs
different products for each segment.
A) individual
B) undifferentiated
C) differentiated
D) concentrated
E) niche
According to PRIZM, the ________ cluster is characterized by retired singles and
couples, living on downscaled incomes in pre-1960 homes and apartments, who enjoy
gardening, sewing, socializing at veterans clubs, and eating out at casual restaurants.
A) Old Milltowns
B) Young Digerati
C) Winner's Circle
D) Beltway Boomers
E) Cosmopolitans
In which of the following qualitative methods are subjects asked to complete an
incomplete stimulus?
A) word association
B) projective techniques
C) visualization
D) brand personification
E) laddering
Which of the following statements is true about licensing?
A) It is one of the most complex ways to engage in international marketing.
B) The licensor gains entry into the new market at low risk.
C) The licensee has no access to proprietary information.
D) The licensee receives a fee or royalty.
E) The only benefit for a licensee is the production expertise it gains.
Which of the following parameters forms the basis for measuring sponsorship
effectiveness using demand-side methods?
A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers' brand knowledge of the sponsor
E) net impact on the sponsor's bottom line
________ are consumer promotion tools that provide a price reduction after purchase
rather than at the retail shop.
A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums
What is fashion?
ShoeZone is a shoe retailer with outlets across the country. The company is trying to
reduce its inventory and warehousing costs, but needs to keep delivery speeds as short
as possible. What can ShoeZone do to achieve this?
Traditionally, customers have had three specific worries about product service. What
are they?
Briefly describe "brand awareness" as an objective of marketing communications.
Alan is an executive with an ad agency that has been entrusted with accounts for a
used-car showroom, a home appliances maker, and a soap company. With reference to
response hierarchy models, how does Alan plan communication strategies for the three
accounts effectively?
What are four distinctive characteristics of a mobile device?
Some types of products travel better across borders than others. What types of products
are most likely to be successful as straight extensions?
