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Which of the following is the lowest level on which marketers can position their brands
in target customers' minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
Mark has long supported a particular brand of footwear and has always bought that
brand of footwear. Recently, the footwear manufacturer was embroiled in a controversy
for using child labor at its manufacturing plants. Mark doubts the news reports and
continues to purchase the same brand of footwear. It is most accurate to say that Mark
displays ________.
A) selective distortion
B) cognitive dissonance
C) selective retention
D) selective attention
E) consumer ethnocentrism
Which of the following is one of the social costs associated with cars?
A) traffic congestion
B) water pollution
C) new highways
D) new automobile models
E) cleaner roads
Which of the following involves costs that most likely occur during the
commercialization stage of new-product development?
A) building or renting a manufacturing facility
B) paying target customers for product feedback
C) determining the product's planned distribution
D) developing a prototype of the product
E) identifying target markets
A(n) ________ is a written representation of a salesperson's completed activities.
A) bill of sale
B) call report
C) tender
D) sales quotation
E) contract of sale
________ refers to qualitative research designed to probe consumers' hidden,
subconscious motivations.
A) Perception analysis
B) Subliminal analysis
C) Motivation research
D) Need recognition
E) Market segmentation
LandPort Transportation and Omega Warehousing help companies move and stock
goods from their manufacturing units to their destinations. These two businesses are
examples of ________.
A) resellers
B) marketing services agencies
C) financial intermediaries
D) physical distribution firms
E) wholesalers
Which of the following is one of the five major promotion tools?
A) market penetration
B) strategic positioning
C) product line filling
D) market diversification
E) direct marketing
An MIS user should most likely be able to ________.
A) implement new technology
B) increase order requests
C) develop customer insights
D) analyze employee turnover
E) establish short-term objectives
Which of the following is NOT a common variable used by both consumer and business
marketers while segmenting markets?
A) operating characteristics
B) loyalty status
C) usage rate
D) geographic location
E) benefits sought
The first step of the business buying process is ________.
A) general needs description
B) product specification
C) problem recognition
D) order-routine specification
E) performance review
Hank is an assistant marketing director for a firm in a market with many low-margin
customers. What type of relationship with these customers would be the most profitable
for him?
A) full partnerships
B) basic relationships
C) causal relationships
D) club marketing programs
E) inverse relationships
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring
two contracts for office cleaning services from two local manufacturing facilities. For
two years, John and his wife, Barb, performed the cleaning services alone. After
acquiring three additional cleaning contracts in 2007, John hired two employees.
"Up to that point, we had room to grow but we really had no advertising plan," John
stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor:
carpet cleaning in homes and offices.
"Competition was getting tough for both of our services at that point," Barb added. "We
ran a local radio spot three times each week. Then we had an advertiser print coupons
on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional
plan earlier. "We wish we would have put together something catchy with a jingle long
before now," they said.
In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning
process and a description of the value consumers receive for their money. This is an
example of a(n) ________ appeal.
A) emotional
B) standard
C) rational
D) moral
E) social
Which of the following actions is a restaurant owner most likely to take in order to
reduce problems associated with service intangibility?
A) increase entree prices after 6 p.m.
B) provide clean tablecloths and fresh napkins for each new customer
C) empower employees to handle customer complaints
D) offer discounted prices for appetizers ordered during happy hour
E) hold regular employee workshops focusing on customer service
More and more companies are shifting their brand management focus toward
________.
A) technology management
B) product management
C) customer management
D) functional management
E) geographic management
________ logistics refers to moving products and materials from the suppliers to the
factory.
A) Outbound
B) Diverse
C) Inbound
D) Reverse
E) Customer-centered
James has decided to buy a new vehicle. His brother John has recently purchased a new
truck and recommends the same model to James. James finally decides to buy the same
truck. Which of the following sources of information has most likely influenced James'
purchase decision?
A) experiential sources
B) public sources
C) personal sources
D) commercial sources
E) market mavens
To carefully integrate and coordinate the company's many communications channels to
deliver a clear, consistent, and compelling message about the organization and its
products, some companies appoint a(n) ________.
A) idea champion
B) marketing communications director
C) sales representative
D) business analyst
E) media planner
Which of the following is a disadvantage of using blogs as a marketing tool?
A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs when used as a marketing tool have a low rank in web directories and search
engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are
looking for.
PoolPak produces climate-control systems for large swimming pools. The company's
customers are more concerned about service support for maintaining their systems than
the initial price of the product. PoolPak specializes in and differentiates itself through
both cutting-edge technologies used to build its high-value climate control systems as
well as seamless quality service. PoolPak's prices are very high, but demand for its
climate-control systems seems to be forever on the rise. This exemplifies ________.
A) target costing
B) a pure monopoly
C) cost-plus pricing
D) a nonprice position
E) break-even pricing
