If a marketing researcher chooses to use word associations, the researcher is using
________ questions.
A) closed-end
B) Likert scale
C) open-end
D) rating scale
E) semantic differential
In the exact moment you run out of laundry detergent and realize you need to pick some
up at the store, you are in the ________ stage of the buying decision process.
A) information search
B) evaluation of alternatives
C) problem recognition
D) purchase decision
E) postpurchase behavior
Which of the following rules must be kept in mind while framing a questionnaire?
A) Use broad and loosely defined words in the questions.
B) Avoid using response bands.
C) Ensure that fixed responses overlap.
D) Frame hypothetical questions.
E) Allow for the answer “other” in fixed-response questions.
Which of the following is true for franchisors?
A) The franchisor has to pay the franchisee to be part of the franchise system.
B) The franchisor licenses the trademark from the franchisee.
C) The franchisor must change its operations to suit those of the franchisee.
D) The franchisor collects royalty payments from the franchisee.
E) The franchisor pays startup costs for the franchisee.
Which of the following can induce a firm to expand into the international arena?
A) Consumer preferences in the domestic market vary widely.
B) Average income level of domestic consumers is high.
C) The firm operates in an industry that caters to the mass market.
D) The firm finds that the domestic market is almost saturated.
E) The firm is yet to achieve economies of scale even though the domestic market has
potential.
A marketer is interested in segmenting a business market based on technology and
customer capabilities. Which of the following major segmentation variables would the
marketer most likely use to assist with the task?
A) demographic variables
B) purchasing approaches
C) situational factors
D) personal characteristics
E) operating variables
Tracy’s is a chain of hair dressing salons for women. They use television, magazines,
radio, and newspapers to advertise their services. The owners ensure that all
communication channels deliver a common message to prospective customers. Tracy’s
believes in ________ marketing.
A) internal
B) integrated
C) socially responsible
D) global
E) relationship
In second-degree price discrimination, the seller charges ________.
A) less to buyers of larger volumes
B) different prices depending on the season, day, or hour
C) a separate price to each customer depending on the intensity of his or her demand
D) different prices for different versions of the same product
E) different prices for the same product depending on the channel through which it is
sold
Which of the following conditions necessitates that the objective of advertising should
be to stimulate more usage of a product?
A) The advertised product belongs to a nascent product category.
B) The company is not the market leader.
C) The advertised brand is superior to the market leader.
D) The product class is mature.
E) Brand usage for the product is very high.
According to research studies, the closest relationships between customers and
suppliers arise when ________.
A) supply is important to the customer and there were procurement obstacles
B) procurement is simple
C) there are many undifferentiated vendors in the marketplace
D) the customer is highly price sensitive
E) the suppliers charge a premium for their products
P&G sells cosmetics, laundry detergent, and products like Pringles to the ________
market by establishing strong brand images, developing superior products, ensuring
their availability, and backing them with engaging communications and reliable
performance.
A) business
B) governmental
C) global
D) nonprofit
E) consumer
When large companies can no longer defend their full territory, they can launch a
________ defense where they give up weaker markets and reassign resources to
stronger ones.
A) contraction
B) preemptive
C) flank
D) mobile
E) position
Which of the following personal communication channels consist of company
salespeople contacting buyers in the target market?
A) expert channels
B) social channels
C) advocate channels
D) independent channels
E) informal channels
Which of the following marketing communications tools is most effective at
influencing customers at the conviction stage of buyer readiness?
A) advertising
B) publicity
C) sales promotion
D) personal selling
E) events and experiences
General Motors’ executives work for a short time in some dealerships, and some
dealership owners work in GM’s dealer policy department. This strategy helps the
company avoid conflicts with its dealers. This is an example of the ________ strategy.
A) employee exchange
B) dual compensation
C) joint membership
D) co-optation
E) diplomacy
Companies that sell products door-to-door or at home sales parties are engaging in
________.
A) franchising
B) network marketing
C) direct-response marketing
D) corporate selling
E) direct marketing
Services high in ________ qualities have characteristics that the buyers can evaluate
before purchase.
A) search
B) experience
C) credence
D) privacy
E) storing
Expensive equipment manufacturers not only install the equipment but also train the
staff and undertake the maintenance and repair activities of the equipment. By doing so,
they are providing ________.
A) payment equity
B) value-augmenting services
C) differential pricing
D) facilitating services
E) a primary service package
A(n) ________ marketer looks ahead to needs customers may have in the near future.
A) laidback
B) creative
C) inexperienced
D) responsive
E) anticipative
The challenge for marketers in building a strong brand is ________.
A) ensuring that customers have the right type of experiences with their products and
marketing programs to create the desired brand knowledge
B) pricing the product at a point that maximizes sales volume
C) minimizing the number of people to whom the product is targeted in order to provide
consumers with a personalized experience
D) minimizing the impact of customer brand equity
E) avoiding the usage of an established brand to introduce a new product in the market
The key to attracting potential users of a product or service, or even possibly nonusers,
is ________.
A) understanding the reasons they are not using it
B) offering financial incentives for first-time use
C) increasing the usage rate of existing users
D) developing a new product that better meets their needs
E) increasing advertising expenditures
As Ben manages communications for his company’s watch brand, which has reached
the decline stage in the product life cycle, which of the following marketing
communications mix tools is he most likely to continue?
A) interactive marketing
B) advertising
C) personal selling
D) direct marketing
E) sales promotion
Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with
Trent, the chief financial officer to decide on the company’s marketing communications
budget. They decide to trust in the prevailing collective wisdom of the industry as a
whole, and not wanting to instigate a communications war, settle on spending only as
much as their nearest market rival does on marketing communications. What method
did Gabrielle and Trent use to arrive at the marketing communications budget?
A) objective-and-task method
B) affordable method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
Representatives who are taught the SPIN method to build long-term relationships may
ask each of the following types of questions EXCEPT ________.
A) situation
B) speculation
C) problem
D) need-payoff
E) implication
Axis Centre, a department store, has installed CCTV cameras to record consumer
actions. Which research approach has been adopted by Axis and why?
Advertising agency Young and Rubicam (Y&R) developed a model of brand equity
called BrandAsset® Valuator (BAV). What is the intent of the BAV model? List and
briefly characterize the four key components (pillars) of brand equity.
Identify the five main characteristics that affect the diffusion of innovations. Describe
each and provide an example.
What are the ten deadly marketing sins? Please include the signs that the sin exists and
a suggested solution for each.
Why do retailers prefer to deal with wholesalers rather than directly with
manufacturers?
What is the consumer-adoption process? What are the various steps in the process?
What does the term organic growth mean?
Briefly describe the steps in the segmentation process.